Social Media Drives Marketing Strategies for 75 per cent of Business Women

Nearly three quarters of Australian businesswomen are using social media as part of their marketing strategy, according to a survey released today by the Australian Businesswomen’s Network (ABN).

The survey conducted by ABN, a national community of nearly 20,000 businesswomen, is based on the responses of 395 participants and focuses on businesswomen’s views on social, environmental, political and other topical issues impacting women.

According to Suzi Dafnis, Community Director of ABN, social media tools such as Twitter and LinkedIn are firmly established as an important component of a business’ marketing strategy.

“Our survey reveals 41 per cent of respondents use social media for 10 – 25 per cent of their marketing strategy and 13 per cent use it for 26 – 50 per cent of their marketing strategy.

Interestingly, 13 per cent of businesswomen are using social media tools for more than 50 per cent of their marketing initiatives. This really tells us that social media is providing Australian businesswomen with a low cost and accessible means to reach the wider community,” said Dafnis.

Other key findings of the research:

• Tax concessions were reported by more than two fifths of the participants as the main supporter for them to reduce the environmental impact of their business.
• The overall confidence of business growth was positive with 23% reporting that they expected their business to increase significantly and 39% reporting that they expected their business to increase marginally.
• The highest proportion of participants, more than two fifths [42%] reported that they were not sure if the National Broadband Network would increase their productivity. 31 per cent of women surveyed were not optimistic with just 28 per cent saying they were optimistic.

The results of the Australian Businesswomen’s Network Quarterly Index were analysed and compiled by Tribe Research. This is the first ABN Quarterly Survey. It was hosted in June 2010 and is an ongoing research project which will be undertaken by the ABN every quarter.

About the Australian Businesswomen’s Network

The Australian Businesswomen’s Network is the peak organisation supporting women in business to provide them with the skills to start, manage and grow their business. With over 20,000 members, the ABN caters to the largest community of women business owners and entrepreneurs in the country. The Australian Businesswomen’s Network provides training and mentoring for women across Australia. Its advocacy initiative, herVoice, was created in response to numerous requests for the ABN to take a leading role in public policy development, advocacy and lobbying on issues relating to Australian businesswomen and female entrepreneurs. For more information visit: www.abn.org.au

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