Small business marketers appear to be split on the value of social media marketing, however, those who have implemented campaigns successfully have seen their brands' visibility grow, with Facebook marketing driving top results.

A report from iContact found that 76 percent of companies that use social media marketing “love” Facebook for prospect engagement, compared to 54 percent that love Twitter. According to the poll, small businesses generally struggle with social media marketing mostly due to a lack of resources.

However, three-quarters of businesses believe they successfully use social media and find it fosters improvements in conversions and the overall marketing of their products or services, according to iContact.

The study pointed to nonprofit organizations and educational companies as the businesses using Facebook most effectively, while financial and insurance companies need more help with their social media marketing, iContact found.

While 54 percent of small businesses value Twitter, 46 percent say they don’t like using it for marketing. According to iContact, companies with fewer than 25 employees are especially disinterested in Twitter.

Social media marketing can be difficult in terms of judging ROI. However, as usage of the channel continues to grow, it’s critical that businesses fine-tune their strategies. Brafton reported last week that mobile social media use is growing substantially.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.