An Unexpected Journey

Abstract

The chapter addresses how small-scale enterprises fundamentally use social media to leave a footmark of their brand and have a direct mode of interaction with customers. The chapter indicates the need for SMEs to develop a social media roadmap to come up with user-friendly ideologies and use of relevant social media platforms to cater to the needs of customers. The chapter also discusses the varied social media platforms that have become an integral part of the marketing function for SMEs and play an impeccable role in successful campaigns with the sole motive of adding value to a brand face. The chapter also provides some managerial guidelines to use social media marketing in the marketing function of SMEs.