A Case Study on Social Media as an Effective Management Tool

Abstract

Small businesses owners in the US are not adept at using social media to manage their operations. This qualitative case study explored the perceptions of 23 leaders in marketing firms in Dallas, Texas, about the effective use of social media as a management tool. Emerson’s social exchange theory grounded the study. Interviews, questionnaires, and document were collected using Yin’s 5-phase analysis. The findings indicate that social media usage contributed to increased awareness about their business, valuable customer feedback, and customer retention. The study provides strategies and benefits of using social media as a management tool for small businesses.