Småföretagens exponering i sociala medier : En kvalitativ studie om möjligheter, svårigheter, risker och framtidsvisioner

Sammanfattning: During the past few years, the usage of social media has increased. This has opened up opportunities for individuals and companies, including small businesses, to use this platform to gain profit. The purpose of this study is to investigate small businesses in their usage of social media. The study aims to evaluate the extent of their usage in social media and what opportunities, difficulties, risks, and visions. To identify these aspects the study has used following theories; critical theory, empirical stages of growth model, six types of social media complaints model, social media marketing efforts, relationsmarknadsföring and adhoc. The study has been conducted through a qualitative analysis where ten companies from different business areas participated. Collected empirical data showed that the usage of social media varies between the companies. The study also showed that deficiencies in technology limit companies to market their brand through social media. Regulations in the health- and gaming industry limit companies, within this area, to market themselves through social media. Companies in the restaurant and café industry and the hairdressing industry saw connections between continuous updates in social media and increased customer flow as well as strengthened customer relationships.