Improving traffic and growing marketing lists is the second major benefit, followed by building new partnerships. At least two in three participants found that increased traffic occurred with as little as 6 hours a week invested, while those who have been doing this for years reported better results. Owners of small businesses (2 - 100 employees) are more likely than others to report benefits.

More than half of participants say a major benefit is the resultant rise in search engine rankings that often comes with increased efforts.

Though about one in two found social media generated qualified leads, only about one in three said social media marketing helped close business, though this percentage was higher (61.6%) among those who had been using social media for longer periods of time.

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