Internet and digital platforms play a key role in the discovery of small and medium businesses, as well as in consumers’ purchase decision. As consumers turn to digital media for researching products and services, businesses already recognize and embrace this opportunity in the digital environment. As of 2016, about 45 percent of small and medium owners in the U.S. believed a
is very important for their businesses, and around 43 percent stated that it is important. According to 77 percent of
, a digital presence helps with customer acquisition. About 63 percent of them stated that a digital presence could also improve the image of the enterprise. In the future, nearly 60 percent of
on a new website or improve the one they already have. As of 2016, investing in social media marketing is the intention of about 45 percent of small and medium business owners for their digital future.
Aside of branding and customer acquisition, social media is also helping companies find talent. Online recruitment is a major part of their digital media usage. About 92 percent of companies and recruiters in the U.S. used social media for hiring talent in 2015. LinkedIn is by far the most used social network for recruiting according to HR professionals in the U.S. About 87 percent of HR professionals stated using this platform for recruiting. In comparison, about 43 percent of HR professionals turned to Facebook for recruiting purposes. LinkedIn is considered by recruiters as the most effective social network for hiring candidates as well, as about 73 percent HR professionals have successfully hired candidates via this social network. American HR professionals are also experimenting with mobile recruiting features targeting smartphone users; 39 percent of HR professionals stated optimizing career websites for mobile users.
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