Navigating Social Media’s Pitfalls in the Small Business World

Sagine Louis

Co-Presenters: Sagine Louis, Francesca Avilez, Valerie Cruz

College: College of Business and Public Management

Major: Business Administration (MBA)

Faculty Research Mentor: Ipek Kocoglu

Abstract:

Leveraging Social Media for Small Business Growth: Opportunities and Challenges.       Social media is a vital tool for small business growth, enabling cost effective marketing, brand awareness, and customer engagement. Instagram,Facebook, and Tik Tok provide businesses with opportunities to showcase products, interact with customers, and compete with larger firms. While the benefits of social media are well documented, businesses must also navigate challenges such as evolving algorithms technological proficiency, and market competition.Understanding these dynamics allows businesses to maximize their online presence and sustain long term growth. Overall, social media presents both opportunities and challenges, requiring businesses to adopt strategic and innovative approaches for maximum benefits.This research analyzes the positive impact of social media on small businesses by reviewing five scholarly articles that explore social media adoption, marketing strategies, and business growth.This study employs qualitative content analysis of five scholarly articles on social media adoption, marketing strategies, and business growth. The research identifies key themes, including the benefits and challenges of social media usage, factors influencing adoption (such as technological competence and entrepreneurial mindset), and the effectiveness of strategic frameworks like AIDA and ICT tools. The analysis also compares social media impact across different industries and business models, highlighting variations in effectiveness. Additionally, the study explores how businesses adapt to algorithm changes and leverage digital tools to optimize engagement and sales.To conclude, we believe social media plays a significant role in the growth of small businesses, offering a platform for them to grow and expand their business. Social media helps customers engage with the brand as well as boost sales. Using platforms such as Instagram, Twitter and TikTok small businesses can work with bigger companies and expand their audience. As positive as social media is for small businesses there are also challenges, challenges such as technology competence, client pressure, and entrepreneurial mindset influence adoption. By using AIDA and ICT tools businesses can improve their marketing and stay competitive. Overall, we can see how social media offers good opportunities for small businesses and future businesses in the making.Keywords: Social Media Marketing, Small Business Growth, Digital Marketing, Business Strategy, Entrepreneurial Strategy.