Title: Social networking: how small organisations are using Facebook and Twitter in engaging customers

Authors: Marcos Komodromos

Addresses: Department of Communications, School of Humanities, Social Sciences and Law University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus

Abstract: Social networking sites, such as Facebook, Twitter, LinkedIn or Google+, allow organisations to create profiles and become active members, small organisations have started incorporating these strategies into their public relations strategy. For large organisations have used these sites to engage more with their consumers and strengthen their existing brands; however, little is known about how small organisations are taking advantage of the social networking popularity. This qualitative study examines 55 small organisations in Cyprus and Greece on how they use these social networking sites to advance their organisation's PR and marketing programs and increase engagement with their customers. The results highlight the importance of social networking as a platform to engage and connect with their consumers and their consideration as a social media management tool. Careful planning and research will greatly benefit small organisations as they attempt to develop social networking relationships and increase engagement with their customers.

Keywords: social networking sites; SNS; customer engagement; social media; promotion mix; new media; Facebook; Twitter; LinkedIn; Google; technology; small organisations; Cyprus; Greece; small firms; public relations; marketing.

DOI: 10.1504/IJTMKT.2017.083368

International Journal of Technology Marketing, 2017 Vol.12 No.2, pp.142 - 150

Received: 31 Jul 2016
Accepted: 21 Aug 2016

Published online: 24 Mar 2017 *

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