If we post it they will come: A small business perspective of social media marketing

The use of Web-based technologies can provide powerful opportunities to transform small business engagement with their communities and markets. However, there are few studies on the adoption of social media by small businesses to determine their levels of confidence and use of the platforms. This paper presents preliminary results of a study that explored the adoption social networking platforms, specifically Facebook, by small business in a regional context. A cross sectional empirical survey was conducted with 237 participants, each the proprietor of a regional small business (RSB) in a northern Australian region. The purpose of the study was to compare existing engagement and technology adoption theories and current practice in regional small business communities. The preliminary results indicate certain engagement dimensions are of higher importance that suggest design focus areas from the technological development perspective to potentially convert RSB Non-Facebook users (NFBU) to Facebook Users (FBU). For example, findings show the highest importance was for timely information to consumers whereas conducting competitions and discounts were of least importance to FBU and NFBU groups. There is also a high importance on consumer's ability to comment, add suggestions and discussions of opinions on products or services provided by the RSB and the ability to provide recognition to customers to better harness the audience of the RSB. The outcomes of this study may inform developers of social media platforms to increase technology uptake and use.