Essay Social Media at a Small Business

3535 Words Jan 29th, 2016 15 Pages
Student-ID: H00172723
Course Title: Critical Writing and analysis
Course Code: C07CP
Assignment Title: ‘Final Essay’

Word Count: 2,561

Social media at small businesses

Introduction

Social media is defined ‘as the way in which people interact to create, share, and exchange information and ideas in virtual communities and networks’ (Katona & Sarvary, 2014). Few of the most common social media platforms are differentiated into social networks (such as Facebook, LinkedIn, Google+, instant messaging), collaboration networks (examples: slideshare, Wikipedia, Prezi, Google docs, Zoho docs, survey monkey), image sharing (Instagram, Flickr, Pinterest and Picasa), blogging (Tumblr, Blogger and Word-press), micro-blogging
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This is due to financial constraints. However, the development of Web 2.0, specifically social media, has changed the pattern of marketing. Social media has become an important tool to small businesses and large co-operations to connect with its current customers and attract new customers. Social media offers an opportunity for small businesses to compete against large corporation, as it can be easily set up and there are no costs compared to traditional marketing strategies (He et al., 2014).
Stelzner (2011) conducted a survey seeking the advantages of social media marketing. The survey found that social media generates greater business exposure hence more customers are attracted, therefore enhancing the business market research engine. These benefits are important particularly to small businesses, since it has limited resources and small number of employees (Mershon, 2011; He et al., 2014). In addition, recent research has indicated that number of people using social media, for instance twitter and Facebook, in peoples’ daily lives has expanded (Kaplan and Haenlein, 2010; Westland, 2012).
Resource-Based View (RBV) of the business plus resource-based theory (RBT) presents a valuable framework for ‘explaining and predicting the basis of a firm’s competitive advantage and performance outcomes’ (Kozlenkova et al., 2013). RBV will allow better understanding of the link between value and use of social media marketing to the

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