1. Social Media Engagement in Small-to-Medium Enterprises: The Case of Scotty’s Brewhouse Sarah Cox

2. TOPIC Engaging customers has the ability to produce word of mouth success Small businesses can receive positive brand exposure via followers and mentions who microblog about the business

3. PURPOSE Social media allows businesses to take their brands in directions not possible before Businesses now have the ability to engage with customers at a more meaningful level RQ1: On what social media platform does most of the conversation about Scotty’s Brewhouse take place? RQ2: Is this engagement driven by the company’s efforts or by the public?

5. 9.5% Blogs

6. 5% Facebook

8. RESULTS 4sq Check-ins

9. RESULTS 4sq tweets accounted for 55% of posts What about the remaining 45%?

11. 67 out of 305 posts from Scotty’s

13. RELEVANCE Engaging customers has the ability to produce word of mouth success Offering promotions and deals motivates brand loyalty Through the use of Twitter, consumers generate new business and promote the restaurant by retweets and mentions