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

Sherry J. Roberts, Patrick R. Geho and Susan Hall Webb

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 1, 70-81

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.

Keywords: social media; business communication; organisational communication; social networking; marketing communication; customer relations; business writing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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