摘要：The topic of the use of social media such as Facebook,Twitter,LinkedIn and YouTube as a part of communication strategy with the marketplace has dominated many marketing discussions in recent years.However,there is a growing body of anecdotal evidence indicating that large corporate users of these approaches have become increasingly frustrated with a lack of demonstrable return on the investment (primarily the time of employees involved) they’ve made in this area.This paper focuses on some ways in which some of the problems encountered by larger businesses might be ameliorated or overcome by small businesses,thus somewhat leveling the competitive playing field with their large competitors.Practical applications and brief case studies for small businesses will also be discussed.
关键词：The topic of the use of social media such as Facebook,Twitter,LinkedIn and YouTube as a part of communication strategy with the marketplace has dominated many marketing discussions in recent years.However,there is a growing body of anecdotal evidence indicating that large corporate users of these approaches have become increasingly frustrated with a lack of demonstrable return on the investment (primarily the time of employees involved) they’ve made in this area.This paper focuses on some ways in which some of the problems encountered by larger businesses might be ameliorated or overcome by small businesses,thus somewhat leveling the competitive playing field with their large competitors.Practical applications and brief case studies for small businesses will also be discussed.
