63 percent of U.S. consumers are more likely to use a local business if it has information available on a social networking site.
I mention that stat regularly when I’m speaking at Local U workshops about social media for local businesses. And I always sense that the audience immediately asks the same question that I asked when I first heard it:
Why would just having a presence on a social networking site compel a consumer to choose a business?
We know that there’s not a ton of actual searching on social media sites for local businesses; that still happens primarily on the main search engines. So what are people looking for when they look up a local business on Facebook, Twitter or somewhere else?
As soon as I share this stat with the Local U audience, I explain that my guess is that people are looking for some kind of confirmation — confirmation that the local business exists, that there are social humans behind the business, and that they can be contacted via the social network with any future questions or problems.
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