Social Media for Small Business

Given the ubiquity of social media it has become an integral part of digital marketing mix for large businesses as they spent considerable budget for brand enhancement customer engagement and social promotion. However small businesses struggle to leverage the true potential of social media owing to constraints such as lack of budget expertise and time. Hence social media management tools has come to rescue which offer scheduling engaging and analytics from a single dashboard. But as the number of social media are increasing so are the SMM (Social Media Management) tools therefore small businesses are in dilemma to decide which social media applications and tools are beneficial for business. Moreover what data are available from the social media analytics and are they applicable to improve business performance for small business is another important question. Therefore this research employed a case study approach with a small takeaway business implementing strategic social media marketing and promotion in seven popular social media sites i.e. Facebook Twitter Google+ Instagram Pinterest Foursquare and TripAdvisor.