Bringing Social Media to Small Business: A Role for Employees and Students in Technology Diffusion

Bakeman, Melissa Mary; Hanson, Lee
December 2012
Business Education Innovation Journal;Dec2012, Vol. 4 Issue 2, p106
Academic Journal
Social media such as Facebook and Twitter have been adopted by many large corporations for marketing and promotion, but small businesses have been slow to follow suit, typically because of limited resources to devote to mastering this new marketing media. Employees who have grown up with information technology and social media represent a latent resource that could help small employers incorporate social media into their marketing efforts. In particular, college students in fields like Marketing, Information Technology or Communication among others, who may already be working for a small firm or will become employees after graduating, could play an active role in facilitating adoption of social media by small firms. Entrepreneurship and small business programs especially could support this process by preparing students to act as agents in a process of diffusion of social media within the small business economy.


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