Social Media for Small Business. Case study-Maya Cuisine

      Аннотация: 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.

Ключевые слова: Budget, customer, Dashboard, digital marketing, Management, Rescue, small business, Social Media, tools, ubiquity, large business, brand enhancement, social promotion