Sense and Respond to the Market through Social Media : A Case Study of Micro Enterprises in UK and their ability to be an Agile Information Organisation

Social media has become a vital part in many organisations since it has opened up for new ways of communication. Its high scale of users creates a huge source for companies where they can gain information about what products and services that are interesting. The mix between that type of information and the ability to create agile responses to certain situations can help companies develop their business. This paper presents a study of five micro enterprises in UK that are using Facebook and Twitter with different purposes. Their usage of social media shows that some companies can gain a higher value from a social media profile than others depending on their products and services. The micro enterprises can use their Facebook site or Twitter to sense the market either by instigate conversations or observation that leads to a better understanding of what the customers are in need of, and how to respond to those needs.