Use and measurement of social media for SME

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    Abstract

    The purpose of this paper is to investigate why small- and medium-sized enterprises (SMEs) are using social media and how they should measure its return on investment (ROI). The measurement of economic value associated with the use of social media by business is discussed in order to construct a model designed for analysing the ROI of social media for SMEs. The importance of a planned entry into the social media arena, formulation of measurable goals and objectives and understanding the business process are presented as vital pre-cursors to measuring, and indeed attaining, ROI.
    Original languageEnglish
    Pages (from-to)273-287
    Number of pages15
    JournalJournal of Small Business and Enterprise Development
    Volume22
    Issue number2
    DOIs
    Publication statusPublished - 2015

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    Keywords

    • social media
    • SME
    • return on investment

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