Small Business Use of Facebook for Marketing : The Case of a Family Owned Mediterranean Restaurant

Facebook pages are transforming how organizations and business market themselves and communicate with their audiences. Especially, small businesses are increasingly trying to adopt social media tools to market themselves and gain competitive advantage. The present case study introduces a social capital perspective on social media use for small businesses' in reaching out to their customers. A social media platform such as Facebook can be a vital element of the overall marketing strategy and be especially valuable for building customer relationships. Potential avenues to build social capital in a small business setting are illustrated, using the case of a family-owned Mediterranean restaurant. Implications for small businesses and future research on this topic are discussed