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Fri, 2 Sep 2016

Survey to uncover mystery of social media shyness

A James Cook University researcher is investigating why Townsville businesses are failing to take advantage of social media.

JCU’s Ms Tracey Mahony said previous surveys show Small to Medium Enterprises (SMEs) in Queensland are less ‘digitally-ready’ now than they were in 2011.

“Peak industry body surveys also found that despite training and campaign investment, the power of this technology to access new markets isn't being realised by the majority of small businesses.  We really need to take this back to grassroots and find out why,” she said.

Ms Mahony said there was a great opportunity to improve support for local small business and grow the local economy through better understanding and use of social media technology.

“The rapid increase and change in social media technology has left industry, government and academic theory scrambling to keep up.  There’s much advice online that is contradictory and not supported by strategic use of marketing theory, so it’s unlikely to work in different business circumstances and it’s a trap for many small businesses.”

She said there is an assumption that internet access and training on social media will resolve this issue of social media technology adoption.

“But in other areas of the country the NBN roll out and funded training has not significantly changed the picture for small business,” she said.  

Ms Mahony said her research is part of a larger project and a first in Australia.

To be part of her project, business owners can click on the below link to complete the 10 minute survey.

All completed surveys go into the draw for an iPad Mini.

There is limited opportunity for 10 small businesses to continue further in-depth analysis to align their customer base communications strategy.

Link to survey: http://jcubusiness.az1.qualtrics.com/SE/?SID=SV_0NiItbCZ62F2wnz

Contacts

Tracey Mahony

P: (07) 4781 4037
E: tracey.mahony@jcu.edu.au