This IDC study examines how social media is employed in Western European small and medium-sized businesses (SMBs), drawing on the results of the IDC European Vertical Markets Survey carried out between August and October 2014 in France, Germany, Italy, Spain, and the U.K. among 1,588 companies with more than 10 employees. Results provided in this study are exclusively for SMBs, with a total sample of 751 companies.
"Digital technologies have sharply changed consumer behavior and the way businesses approach customers. The exposure to new technologies is revolutionizing how firms communicate with clients, facilitating a more direct contact and an improved decision-making cycle, by gathering information from social platforms. SMBs have embraced social media strategies both for internal purposes (such as sharing knowledge within the company) and marketing decisions (such as running campaigns or gaining feedback). Social media growth is surprising, showing that many Western European SMBs are turning to social strategies as a response to the wide adoption of new technologies from the consumer world," said Andrea Minonne, research analyst, IDC European Industry Solutions.
Please Note: Extended description available upon request.