An Investigation into how SMEs use social media to market their products.

Abstract

Purpose The purpose of this research paper is to investigate how SMEs use social media sites to market their products. It examines a number of social media sites in order to gather information on how much of an impact it has to a business in regards to an online marketing strategy. Methodology Two forms of research were undertaken. Firstly, primary data collection involved a questionnaire which was given to customers of SMEs, and secondly the Secondary data research concerned doing a review of the existing literature to establish what influence social media has in regards to online marketing strategy. This involved journals, books, reports and the internet, and existing information. Findings The findings of this research paper will validate how social media has proven to become a key online marketing strategy and sustain the major impact of competitive advantage. The information gained will show not only that customers trust businesses who have published advertisements on social media but also prefer businesses who have it compared to those who do not. This research paper will determine whether businesses with social media marketing strategies have a greater advantage than those who do not have a social media strategy. It is acknowledged that businesses with a strong online marketing strategy have a higher chance of attracting more customers and sales. Additionally, social media can have an influence on customer service, making it easier to communicate to a ‘business’ through social media rather than over the telephone or email.