Identifying business value from the use of social media: an SME perspective

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Title: Identifying business value from the use of social media: an SME perspective
Author(s): Stockdale, Rosemary; Ahmed, Ashir; Scheepers, Helana
Abstract: This research examines how smaller businesses can derive business value from the use of social media. Conducted from the SME perspective, the study first examines the relevant literature to identify the key issues involved in the use of social media. It then examines five established case studies and the case firms' websites. The extracted data is used to draw insights into the business problems and objectives that influence SMEs to use social media. Business value is found to lie primarily in the domain of customer engagement and the realisation of benefits is strongly influenced by the ability of the SME to identify with their customer base. It is anticipated that the findings of this research will foster an understanding of the business value that can be derived from social media by small and medium enterprises.
Publication type: Conference paper
Research centre: Swinburne University of Technology. Faculty of Information and Communication Technologies
Source: Proceedings of 'IS Innovation in Pacific Asia', the 16th Pacific Asia Conference on Information Systems (PACIS 2012), Ho Chi Minh City, Vietnam, 11-15 July 2012
Publication year: 2012
Keyword(s): Business value; Customer engagement; Social media; SMEs
Publisher: University of Science, Vietnam
Publisher URL: http://pacis2012.org/index.php?act=paperdetail&pid=203
Peer reviewed