Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective

Abstract

Social-media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. This paper aims at analyzing the role of social media for Small and Medium-Sized Enterprises (SMEs); as a new marketing strategy tool for the firm performance perspective. This manuscript is focused on a case study including the comparison and analysis of totally four American and Turkish companies' Facebook and Twitter accounts in terms of the number of likes and followers, richness of content, interaction with customers and the use of language. Within this research, the qualitative method is used in order to see how these companies engage with their customers online and use social media as a strategic tool of social network marketing (SNM). Briefly findings of this study suggests that: the common problems of the Turkish SMEs are related with using formal language during the customers communication process and creating unattractive content lacking richness to attract their customers' attention in their social media activities. Another noteworthy point is that from the American SMEs perspective, they are less effective in using Twitter when compared to their Facebook accounts.