Social media marketing in a small business: A case study

Sarah Lynne Cox, Purdue University

Abstract

In today's social media driven environment, it is essential that small businesses understand Facebook, Twitter, and the strategies behind using social media for growing their business. Unfortunately, many small businesses do not have a strategy when they begin using social media. The purpose of this study is to understand how the owner of a small business, recognized for using social media to grow the business, uses social media to engage consumers. A case study is presented, followed by an in-depth interview with the small business owner, and accompanied by an analysis of the business's Facebook and Twitter posts. The results of the case study reveal the different strategies the owner uses to build and maintain relationships with consumers. The study concludes with a discussion of the lessons learned from the research: networking and creating relationships with other businesses, increases brand exposure; focusing more on relationships than sales, increases sales; interesting content promotes interaction; and one main barrier to entry is a learning curve.

Degree

M.S.

Advisors

Vorvoreanu, Purdue University.

Subject Area

Marketing

COinS