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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Shih C (2009) The facebook era: tapping online social networks to build better products, reach new audiences, and sell more stuff. Pearson, Indiana
Lawson R (2002) Strategic operations management: the new competitive advantage. Routledge, Canada
Bell J, Loane S (2010) New-wave’ global firms: Web 2.0 and SME internationalisation. J Mark Manage 26(3):213–229
Baird CH, Parasnis G (2011) From social media to social customer relationship management. Strategy Leadersh 39(5):30–37
Kietzmann JH, Hermkens K, McCarthy IP, Silvestre BS (2011) Social media? Get serious! Understanding the functional building blocks of social media. Bus Horiz 54:241–251
Mangold W, Faulds D (2009) Social media: the new hybrid element of the promotion mix. Bus Horiz 52(4):357–365
Evans D (2008) Social media marketing: an hour a day. Wiley, Indiana
O’Reilly T (2007) What Is Web 2.0-Design patterns and business models for the next generation of software. Int J Digital Econ 65:17–37
Seitel FP (2007) The practice of public relations. Pearson Prentice Hall, Upper Saddle River
Grunig JE (1992) Excellence in public relations and communication management. Erlbaum, New Jersey
Bowman S, Willis C (2003) We the media: how audiences are shaping the future of news and information. American Press Institute, Virginia
Facebook (2011) Press Room. [Online] Available at: http://www.facebook.com/press/info.php?statistics. Accessed 13 Feb 2011
Boyd D, Ellison N (2007) Social network sites: definition, history, and scholarship. J Comput Mediated Commun 13(1):210–230, (Article 11)
eMarketer (2010) Leveraging best practices for social media. Available at:www.emarketer.com/Article.aspx?R=1008057. Accessed 23 Nov 2012
Stelzner M (2009) The Social Media Success Summit 2010. Available at: http://www.socialmediasummit09.com/. Accessed 17 Apr 2011
Awareness Report, (2008) The State of Social Marketing Report. Available at: info.awarenessnetworks.com. Accessed 18 Jan 2013
Fillis I, Wagner B (2005) E-business development: an exploratory investigation of the small firm. Int Small Bus J 23(6):604–634
Matlay H, Westhead P (2005) Virtual teams and the rise of e-Entrepreneurship in europe. Int Small Bus J 23(3):279–300
Thomas B, Simmons G, Packham G, Miller C (2010) E-commerce and small and medium-sized enterprises in S.E. Wales. Business Science Reference, Hershey
Simmons GJ (2007) i-Branding: developing the internet as a branding tool. Mark Intell Plan 25(6):544–562
Auger P (2005) The impact of interactivity and design sophistication on the performance of commercial websites for small business. J Small Bus Manage 43(3):119–137
Simmons GJ, Armstrong G, Durkin M (2008) A conceptualisation of the determinants of small business Website adoption. Int Small Bus 26(3):351–389
Willcox D (2010) SMEs use Social Media to Self-Promote. Available at: http://www.dwpub.com/. Accessed 03 Feb 2011
Onon (2011) World economic and social survey 2011. United Nations Publication, New York
Madley K (2012) Wales World Wide. Available at www.walesworldwide.org/welsh-businesses-launch-global.htm Accessed 07 2012
Fraser M (1994) Quality in higher education: an international perspective. In: Green D (ed) What is quality in higher education?. Open University Press, Buckingham, pp 101–111
Erlendsson J (2002) Quality Research. Available: www.qualityresearchinternational.com/glossary/effectiveness.htm Accessed 24 Feb 2011
AMEC (2009) Recession provokes added client interest in measurement. Available at: www.mediabristro.com.agency/wpp/an_interview_with_sit_martin_sprrell_23434.asp. Accessed 12 Feb 2011
Paine KD (2010) How to measure social media relations: the more things change, the more they remain the same, Institute for Public Relations. Available at: www.instituteforpr.org/files/uploads/how_/uploads/how_to_measure_blogs.pdf Accessed 22 March 2011
Croll A, Power C (2009) Complete web monitoring. O’Reilly Media, Sebastopol
Cornford T, Smithson S (1999) Project research in information systems. Oxford University Press, Oxford
Saunders M, Lewis P, Thornhill A (2007) Research methods for business students. FT Prentice Hall, England
Myers MD (1997) Qualitative research in information systems. MIS Quarterly 12(2):241–242
Silverman D (2010) Doing qualitative research. SAGE, London
Bryman A (2004) Social research methods. Oxford University Press, New York
Gillham B (2005) Research interviewing: the range of techniques. Oxford University Press, New York
Alvesson M, Deetz S (2000) Doing critical management research. SAGE, London
Bell J (2005) Doing your research project: a guide for first-time researchers in education. SAGE, London
Gerodimos R, Ward J (2007) Rethinking online youth civic engagement: reflections on web content analysis In: Loader BD (ed) Young citizens in the digital age: political engagement, young people and new media. Routledge, London, pp 114–126
Mauthner NS, Parry O (2009) Qualitative data preservation and sharing in the social sciences: on whose philosophical terms?. Aust J Soc Issues 44(3):289–305
Hawkes S (2011) Social Website Joins Financial Giants. Available at: www.TheSun.comAccessed 23 Oct 2010
Michaelidou N, Siamagka NT, Christodoulides G (2011) Usage, barriers and measurement of social media marketing. Ind Mark Manage 40:1153–1159
Qualman E (2011) Socialnomics: how social media transforms the way we live and do business. Wiley, New Jersey
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer Science+Business Media Dordrecht
About this paper
Cite this paper
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
Download citation
DOI: https://doi.org/10.1007/978-94-007-7287-8_33
Published:
Publisher Name: Springer, Dordrecht
Print ISBN: 978-94-007-7286-1
Online ISBN: 978-94-007-7287-8
eBook Packages: Computer ScienceComputer Science (R0)