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Which social media channels are most frequently used by small businesses and does the choice reflect the age of the business?

Author

Listed:
  • Roberts, Sherry J.
  • Geho, Patrick R.
  • Hall Webb, Susan

Abstract

With rising costs of advertising, social media has become the number one channel for small businesses’ external communication. This study examines small businesses’ use of social media, the frequency that they use social media, and the impact that the age of the business has on this frequency. The research indicates that small businesses that have been in business for less than ten years are frequent users of social media, company websites and letters for external communication. The findings lead to several other questions for further research. The answers to these questions will determine the communication skills that will be needed by future entrepreneurs.

Suggested Citation

  • Roberts, Sherry J. & Geho, Patrick R. & Hall Webb, Susan, 2016. "Which social media channels are most frequently used by small businesses and does the choice reflect the age of the business?," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(1), pages 70-81, May.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:1:p:70-81
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    More about this item

    Keywords

    social media; business communication; organisational communication; social networking; marketing communication; customer relations; business writing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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