Small businesses may not be leveraging social media to their full advantage

Social media continues to evolve into one of the most sensational communication method in recent history.

Social media continues to evolve into one of the most sensational communication method in recent history, but many businesses, particularly small ones, are failing to grasp its full marketing potential.

A new survey released this week by Zoomerang supports this assertion. The disconnect lies not so much in small and mid-sized businesses' engagement with the medium as in how they connect to and interact with their customers.

For example, 37 percent of consumers cited special deals and discounts as the primary way for companies to grab their attention on Facebook. However, only 10 percent of SMBs find offering special deals on the network to be effective.

Additiionally, Facebook continues to be the top social networking site for both consumers and marketers. Of the nearly half of SMBs who are engaged in social media, 86 percent have a Facebook account, as do 93 percent of consumers.

"The term 'Facebook Fatigue' has been thrown around a lot lately, but survey data shows that consumers are far from their saturation point with social media," said Alex Terry, general manager of Zoomerang. "Social media has become a way of life for consumers and it's essential that SMBs use these tools to their maximum potential to connect with customers."