SMEs: Social Media Marketing Performance

Abstract

In today’s hyper-connected globalized world, social media and online customer interactions are changing the way companies do business from the outside in. Our investigation concerns the monitoring of social media performance within SMEs and more particularly within Wales. The continuous expansion of social media (marketing) and the concomitant growth of innovative new platforms have driven businesses to embrace new strategies presenting new challenges for current and future practice. This has led to a sustained need for organizations to engage in performance monitoring of social media. We found, however, that the timing of implementation of social media marketing into an SME is not the most important factor, rather it is more important to consider how well social media marketing can be utilized to have the best possible effect.