Small Businesses and Creating a Brand Image Via Social Media: A Case Study of Crosswim, LLC

This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.