Social Media Marketing Management: The Importance of Planning and Adopting Good Practices for Brand Success: Small and Medium Companies Perspective in the Portuguese Market

Abstract

During the last 10–15 years, we have assisted to a considerable growth in the use of social media platforms. Individuals started to use these platforms to get in touch with one another and, nowadays, they use them for personal entertainment, to get information on products, services and even to be up to date on tendencies, politics, sports, wars and other aspects of Humans life. Aware of this widespread use, brands also started to bet on being present on different platforms to market their products and services, as well as to interact with clients and keep their attention over time. Social networking sites are being used to send messages in real time, promote interaction and get information on clients’ habits and needs. Social networks are now considered by managers as very important and complementary tools to allow brands to follow trends and adapt offers to the consumers’ real needs. This use of social network, altogether with websites and traditional media is increasing and improving communication between consumers and brands. As a consequence, it also seems to be promoting brand awareness. The aim of this research is to explore how specialized social media marketing and communication agencies can contribute to help Small and Medium Enterprises (SME) face digitalization, increase their brand awareness and promote overall business success. Results showed that companies are now aware of the need to invest on digital, more specifically on social media, as a way to improve their awareness (brand identity) and their long-term success. They also revealed that SME tend to prefer outsourcing their digital marketing activities.