Only 13 percent of US businesses use social media platforms, according to a Lithium-commissioned Forrester study, released on September 26, 2017.

The Forrester study looked at B2C and B2B businesses’ adoption of social media marketing (SMM) platforms, how they use these platforms, and what results they are seeing. Respondents represented companies generating $100 million or more in annual revenue, and only 13 percent are investing in social media marketing platforms. This is despite the fact that most US consumers use social media as their primary channel to engage with brands, whether they are browsing, shopping, or getting their questions answered about products.

Of the marketers who have invested in an SMM platform, the study found that they are seeing tangible results. The following percentages of marketers report that their SMM platform has:

  • Improved customer retention – 57%
  • Helped them acquire new customers – 60%
  • Increased their conversion rates – 57%
  • Increased customer loyalty – 50%

You can download the full report here.

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