65% of Malta’s businesses find social media effective in acquiring & retaining custom, Misco survey finds

A survey conducted by Misco International Limited indicates that 65 per cent of businesses in Malta have found social media to be effective in acquiring new custom, and retaining current business.

The survey, titled “Social Media Usage Across Businesses”, was produced by Misco in association with the Ornate Group. 

It aimed to outline businesses’ perception of social media and its perceived benefits, as well as current usage.

This survey was conducted among a sample of businesses in Malta across a range of economic sectors and sizes. Interviews were conducted online. Fieldwork was conducted in January 2021.

Joanne Bondin, director of business advisory of Misco, commented that “although it is generally known that usage of social media in Malta is high, we wanted to provide an insight into how the business sector perceives the benefits of this important tool.”

The report revealed that the medium most used by businesses is Facebook (90 per cent), followed by LinkedIn (71 per cent), Instagram (62 per cent) and YouTube (36 per cent).

The survey revealed that 61 per cent of Malta’s businesses believe that social media is very important for their organisation in general and another 30 per cent consider social media to be fairly important.

92 per cent of respondents stated that they consider social media to be beneficial because it increases their company’s exposure. The second most mentioned benefit is that social media increase traffic to the website, mentioned by 51 per cent of respondents. 

Other benefits mentioned include improved relationships with customers, improved sales, and generating leads.

However, in spite of high levels of social media usage, measuring the return on investment in relation to social media activity is seen not to be an easy task.

For a free copy of the full report, interested readers can contact Misco.