Exploring the Key Factors of SME Social Media Marketing: Initial Findings and Reflections

An increasing number of Small to Medium-Sized Enterprises (SMEs) are adopting social media as part of their marketing strategy (Sethna et al., 2013). The main advantage of utilising social media as part of an SME marketing... [ view full abstract ]

An increasing number of Small to Medium-Sized Enterprises (SMEs) are adopting social media as part of their marketing strategy (Sethna et al., 2013). The main advantage of utilising social media as part of an SME marketing campaign is that it allows owner managers to have the opportunity to enhance the success of their company in a very cost-effective way (Persaud et al., 2012). However, despite the substantial increase in the use of social media, as outlined in this paper, there still remains a gap in the knowledge and application of social media within SMEs. This paper’s purpose is to examine and overcome this gap by encouraging and challenging SME Marketing Managers to consider using and implementing the freely available social media marketing avenues open to them, as part of their regular marketing campaigns. This case study employed the method of observation, together with an in-depth interview with the Marketing Manager of an independent SME food retailer. This study contributes to the elimination of key social media issues and limitations experienced by SMEs. Therefore, this research case study provides valuable knowledge of best practices to both academics and practitioners.