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SMEs: Social Media Marketing Performance

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The 8th International Conference on Knowledge Management in Organizations

Part of the book series: Springer Proceedings in Complexity ((SPCOM))

Abstract

In today’s hyper-connected globalized world, social media and online customer interactions are changing the way companies do business from the outside in. Our investigation concerns the monitoring of social media performance within SMEs and more particularly within Wales. The continuous expansion of social media (marketing) and the concomitant growth of innovative new platforms have driven businesses to embrace new strategies presenting new challenges for current and future practice. This has led to a sustained need for organizations to engage in performance monitoring of social media. We found, however, that the timing of implementation of social media marketing into an SME is not the most important factor, rather it is more important to consider how well social media marketing can be utilized to have the best possible effect.

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Author information

Authors and Affiliations

  1. Cardiff School of Management, Cardiff Metropolitan University, Western Avenue, Cardiff, CF5 2YB, UK

    Hilary Berger & Chris Thomas

Authors
  1. Hilary Berger
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  2. Chris Thomas
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Corresponding author

Correspondence to Hilary Berger .

Editor information

Editors and Affiliations

  1. School of Computing, Staffordshire University, Stafford, United Kingdom

    Lorna Uden

  2. College of Management, National University of Kaohsiung, Kaohsiung, Taiwan, Taiwan

    Leon S.L. Wang

  3. and Control Faculty of Science, Universidad Salamanca Department of Computing Science, Salamanca, Spain

    Juan Manuel Corchado Rodríguez

  4. National University of Kaohsiung, Kaohsiung, Taiwan

    Hsin-Chang Yang

  5. Department of Information Management, National University of Kaohsiung, Kaohsiung, Taiwan, Taiwan

    I-Hsien Ting

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© 2014 Springer Science+Business Media Dordrecht

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Berger, H., Thomas, C. (2014). SMEs: Social Media Marketing Performance. In: Uden, L., Wang, L., Corchado Rodríguez, J., Yang, HC., Ting, IH. (eds) The 8th International Conference on Knowledge Management in Organizations. Springer Proceedings in Complexity. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-7287-8_33

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  • DOI: https://doi.org/10.1007/978-94-007-7287-8_33

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  • Publisher Name: Springer, Dordrecht

  • Print ISBN: 978-94-007-7286-1

  • Online ISBN: 978-94-007-7287-8

  • eBook Packages: Computer ScienceComputer Science (R0)

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