Small business 'ignoring social media' NEARLY three quarters of small and medium businesses in Australia are failing to use social media as a marketing tool, research conducted by Telstra shows. The report reveals only 24 per cent of the 1000 small and medium businesses surveyed have embraced social media. A further 12 per cent also believed social media actually dampened business success. Telstra Business group managing director Will Irving said with 62 per cent of adults worldwide now using social media, businesses ignoring this powerful tool were missing out. "In a digital age where smartphones and tablets are used on a daily basis, we know customers expect a company to have a social media presence," he said. Successful Australian businesses are having a two-way conversation with customers online, allowing them to connect and engage on a personal level, either by providing real-time customer service or highlighting relevant new products. Mr Irving has urged businesses to use a mix of online tools such as Facebook, Twitter and Google to engage customers and drive interest in their products.