An Investigation into SMEs use of social media in particular looking at reputation.

The aim of this study is to investigate how SMEs are using social media and whether they have created a positive or negative impact on their reputation. The researcher selected telephone interviews for conducting the primary research and collecting data. This semi- structured method allowed the researcher to speak directly to the business managers; this was the most effective way of gathering quantitative information. The semi - structured telephone interview were conducted successfully by SMEs within the hospitality sector in Northern Ireland. The results were then analyzed and this provided a foundation to draw appropriate conclusions and make future recommendations. To commence this study an in depth analysis into previous studies and literature was a starting point where it is suggested that most businesses have an online presence to boost reputation and profitability. It was considered a bigger threat to a business and its reputation by not having an online existence. However, after conducting research there appears to be a lack of literature on the impact of social media within the hospitality sector making it a topic to be explored. Results of the interviews were analysed in-depth by the researcher in order to highlight key similarities and differences in relation to the literature reviewed. The results indicate that SMEs do try and incorporate social media as a tool for marketing, engaging, communicating, maintaining and building relationships with cliental etc. However the study also exposed that there are many risks and threats for SMEs using social media sites such as negative reviews, criticisms, hackers, issue of time and even the SMEs putting themselves at risk by fabricating reviews to gain attention. This leads to further study recommendations, suggested by the researcher. This study concludes with a discussion of the findings obtained from the research.ba_pubrelmedunpub1483_ethesesunpu