SME owners face pressure to become content creators

Social media is increasingly becoming part of the job for Britain’s small business owners, with 84% now generating business through online platforms, according to new research from Markel Direct. 

The insurer’s survey of 501 UK small business owners and tradespeople found that 60% could point to specific work won directly through content they had posted. 

But for many businesses, social media responsibilities fall to the owner rather than a dedicated communications or marketing team. Some 78% photograph or film their own work, while 77% manage their own social media accounts. Despite this, 65% have never received social media training. 

The growing importance of online visibility is also creating pressure. Nearly three-quarters of respondents consider social media essential to their business, while 76% said they feel pressure to maintain a presence online. 

More than half said they create content simply to remain visible, and 60% said they would rather focus on the work they originally set out to do. The findings suggest small business owners are increasingly taking on the roles of content creator and reputation manager alongside their day jobs. 

That comes with risks, as almost a quarter of respondents said they had experienced backlash over content they had posted, while 38% had held back from posting because of concerns about negative reactions. 

The research also found that 19% do not always obtain permission before posting content, while more than a quarter would not know how to respond to a legal complaint. 

As social media becomes a more important route to customers, the research suggests a growing communications responsibility for small business owners, many of whom are learning to manage visibility and risk as they go.