MBA作业代写范例-面向小企业的社交媒体营销和广告。本文是一篇留学生MBA课程作业代写范文，主要内容是讲述在当今世界，许多企业开始将社交媒体作为营销和宣传其产品的主要工具。MBA作业指出社交媒体的利用正变得越来越重要，它不仅在与客户互动和建立网络方面，而且在有效营销和宣传其商品和服务方面，给小企业带来了好处。企业已经开始使用社交媒体来提高对产品的认识，并提高消费者对组织的兴趣水平。在“Facebook应成为在线零售商广告的关键焦点”一文中，克林特·恩格尔提到了另一位专家的观点：“如今，购物者出现在商店里比购物者随时随地需要他们更重要”。下面就一起来参考这篇MBA作业范文。
Introduction:引言
In today’s world, many businesses started to use social media as a major tool to market and advertise their products. The utilization of social media is becoming increasingly important and it is giving benefits to small businesses not only in interacting and networking with their customers, but also in marketing and advertising their goods and services effectively. Businesses have started using social media to create awareness about the products and enhance the level of interest of the consumers in the organizations. In the article “Facebook Should be key focus in online retailer advertising” Clint Engel mentions another expert’s view “it’s less important today for a shopper to be present in the store than it is for the store to be present wherever and whenever a shopper needs them”(1). Initially, this trend was adopted by the multinational organizations that had high resources and they considered the use of social media as a way of influencing customers. However, the high penetration rate of social media and the benefits that it provides, has made it easier for small businesses to use it as marketing and an advertising tool. The primary issue of this paper is to analyze the social media as a tool for advertising small businesses, as advertising play an imperative role in the success of every business. However, the success rate of newly established business is low because of brand recognition. High capital costs restrict small business owners to advertise their products. Therefore, social media is one of the tools that can help small businesses advertise their products.
最初，拥有大量资源的跨国组织采用了这一趋势，他们认为使用社交媒体是影响客户的一种方式。然而，社交媒体的高渗透率及其带来的好处，使小企业更容易将其作为营销和广告工具。本文的主要问题是分析社交媒体作为为小企业做广告的工具，因为广告在每个企业的成功中起着至关重要的作用。然而，由于品牌知名度，新成立企业的成功率很低。高资本成本限制了小企业主为其产品做广告。因此，社交媒体是帮助小企业宣传其产品的工具之一。
It is a myth that people believe in traditional advertising more in contrast to social media marketing. The reason is that people are unable to identify their target market which leads them to be unable to sell the products. Nevertheless, the perception of people is changing with the passage of time after the huge success of social media marketing. Multinational brands have also played a significant role in order to change the perception of people about this concern. I believe that social media has a huge significant value for small businesses to promote their products. Therefore, small business owners must utilize social media to advertise their products. However, social media strategies used by small businesses for promoting products or increasing the level of brand awareness, it needs to be focused on the target audience to attain the best results. Thus, there are certain aspects that need to be provided such as: what applications must be used and how they must be used in order to get the best outcomes of the marketing strategy applied.
与社交媒体营销相比，人们更相信传统广告，这是一个神话。原因是人们无法确定他们的目标市场，这导致他们无法销售产品。然而，在社交媒体营销取得巨大成功后，人们的看法随着时间的推移而发生变化。为了改变人们对这一问题的看法，跨国品牌也发挥了重要作用。我相信社交媒体对于小企业推广其产品具有巨大的重要价值。因此，小企业主必须利用社交媒体为其产品做广告。然而，小企业为推广产品或提高品牌知名度而使用的社交媒体策略，需要将重点放在目标受众上，以取得最佳效果。因此，需要提供某些方面，例如：必须使用哪些应用程序，以及如何使用这些应用程序，以获得应用的营销策略的最佳结果。
The use of social media to promote products is expected to bring in higher revenues and higher profits. Additionally, the costs associated with the usage of social media are very low and it provides a great opportunity for small businesses to take an advantage. Furthermore, the increased usage of the internet and social media is another reason that social media marketing for small businesses is successful. In Kyle Hensel’s article “using social media to increase advertising and improve marketing” he states that “businesses have also realized that consumers use social media because it is fun”(4) and the number of people being addressed from the use of social media has enhanced over time. The various benefits that are expected from social media strategy for small businesses include: brand awareness, higher sales for the company, higher acceptance in the market, creation of an effective positioning in the minds of the consumers, reinforcement of the brand name, and the enhancement of the engagement of customers with the brand.
使用社交媒体推广产品有望带来更高的收入和利润。此外，与使用社交媒体相关的成本非常低，这为小企业提供了一个很好的机会。此外，互联网和社交媒体的使用增加也是小企业社交媒体营销成功的另一个原因。在凯尔·亨塞尔的文章“使用社交媒体增加广告和改善营销”中，他指出，“企业也意识到消费者使用社交媒体是因为它很有趣”，随着时间的推移，使用社交媒体的人数也在增加。对于小企业而言，社交媒体战略预期带来的各种好处包括：品牌知名度、公司销售额的提高、市场接受度的提高、在消费者心目中的有效定位、品牌名称的强化以及客户对品牌的参与度的提高。
Overall, most of the research studies and the practical aspects of business have been found to restore that the use of social media by small businesses result in better performance and a number of advantages. However, a few research workers have also focused on the challenges of social media faced by the small businesses. These research experts have given higher value to the benefits of using social media to market and advertise for small businesses rather than any other tools. In order to analyze the importance of social media in the sales of the products, the current research has been conducted, which focuses on the literature work to prove that social media is becoming a stronger tool for selling the products online. The use of social media as a tool is not only utilized by the large corporations and businesses, but also by small businesses who are at a greater incentive to use social media to promote products and services. Although many costumers believe that social media marketing and advertising are not powerful in helping small businesses, I claim that social media actually does help small businesses handle their advertising and marketing easily.
总的来说，大多数研究和商业实践方面都发现，小企业使用社交媒体会带来更好的绩效和一些优势。然而，一些研究人员也关注小企业面临的社交媒体挑战。这些研究专家更重视使用社交媒体为小企业营销和广告的好处，而不是任何其他工具。为了分析社交媒体在产品销售中的重要性，进行了当前的研究，重点是文献工作，以证明社交媒体正在成为在线销售产品的更强大工具。社交媒体作为一种工具的使用不仅被大公司和企业所利用，也被小企业所利用。小企业更愿意使用社交媒体来推广产品和服务。虽然许多消费者认为社交媒体营销和广告在帮助小企业方面并不强大，但我认为社交媒体确实帮助小企业轻松处理广告和营销。
1.Advantages of Social Media for Small Business:社交媒体对小企业的优势
Small Businesses marketing and advertising are invading into many social media applications these days. There are a couple major benefits for small businesses when using social media to advertise their goods and services to the customers that were discussed (Gholston). Social media allows small businesses to express themselves and share their goods and services to the customers in a fast way. “Social media is beneficial in regards to it still possess it benefits, advantages, and rewards” (Gholston 25). Social networking advantages outweigh the disadvantages as it really changed the way that small businesses work to be in the market.
如今，小企业营销和广告正在侵入许多社交媒体应用程序。当使用社交媒体向讨论中的客户宣传他们的商品和服务时，小企业有几个主要好处。社交媒体允许小企业快速表达自己，并向客户分享他们的商品和服务。“社交媒体是有益的，因为它仍然拥有它的好处、优势和回报”。社交网络的优势大于劣势，因为它确实改变了小企业进入市场的方式。
1.1 Reinforce Awareness of Brand Name:强化品牌意识
Small businesses can utilize the social media to spread their brand and to create a quick constant that would ultimately result in the reinforcement of the brand name. A study was conducted by Hansel and Dais discussing that the brand name is effectively enhanced through the utilization of social media. The tool also increases brand awareness as well as reinforcing it. N. David Milder states that “ a 2012 survey of business to consumer marketers by Webmarketing 123 found that the top objective of their digital marketing programs were increase brand awareness 33 percent” (37). Thus, social media attributes and the benefits associated with it can be easily communicated to the customers through the utilization of social media. Small businesses, which are in need to create awareness about their brand, can get the benefit through social media (Schaupp & Bélanger). It is important to have brand awareness because when customers do, it is one way of having a successful brand.
小企业可以利用社交媒体来传播他们的品牌，并创造一个快速稳定的品牌，最终巩固品牌名称。Hansel和Dais进行了一项研究，讨论了通过利用社交媒体有效增强品牌名称。该工具还提高了品牌知名度，并加强了品牌知名。N、 David Milder表示，“2012年网络营销123对企业对消费者营销人员的调查发现，他们数字营销计划的首要目标是提高33%的品牌知名度”。因此，社交媒体属性和与之相关的好处可以通过社交媒体的利用轻松地传达给客户。需要提高品牌知名度的小企业可以通过社交媒体获得好处。拥有品牌意识很重要，因为当客户这样做时，这是拥有成功品牌的一种方式。
1.2 Affordable Cost:可承受成本
Small businesses can get higher sales through the maintenance of social media pages without incurring any cost. However, after the potential customers are aware of the products and the brands they would more likely indulge in purchasing the product. Moreover, the total cost incurred on the entire process of getting orders will cost small businesses nearly zero or just a few dollars spent on advertising through social media pages. As a result of a study shown people spend 5 hours on the internet, amongst which 20% of their time is spent on Facebook (Engel), showing that there are higher chances of engaging the audience through social media leading to sales. The cost incurred on the utilization of social media platform does not require any investment, which could be considered unaffordable by small businesses (Neti). Most of the time it is hard for small businesses to afford paying for marketing and advertising tools such as TV channels. Thus, social media is a neat, affordable tool for all kinds of advertising.
小企业可以通过维护社交媒体页面获得更高的销售额，而不会产生任何成本。然而，在潜在客户了解产品和品牌后，他们更有可能沉迷于购买产品。此外，整个获取订单的过程中产生的总成本将使小企业几乎为零，或仅花费几美元通过社交媒体页面进行广告。一项研究表明，人们在互联网上花费了5个小时，其中20%的时间花在了Facebook上，这表明通过社交媒体吸引观众的机会更高，从而实现销售。使用社交媒体平台所产生的成本不需要任何投资，这可能被认为是小企业负担不起的。大多数时候，小企业很难负担得起电视频道等营销和广告工具的费用。因此，社交媒体对于各种广告来说都是一种整洁、实惠的工具。
1.3 Data Collection to Improve Customer Insights:数据收集以提高客户洞察
Social media is improving customer insight as well because an entrepreneur can post as much information and images as he wants about a product on social media, which provides people with enough details. The data about the preference of the customers and the statistics about their location can be easily gathered by small businesses through the maintenance of social media pages. The data gathered can be used by small businesses for improving the products or services or modifying the marketing strategy (Carter). Data does not cost small businesses any money, it is good to gather as much information as we could about costumers to easy improve the insight. Knowing what products they like and what prices would be fair to make them happy to purchase. We as small businesses have to make sure that our customers are satisfied and well provided with their needs in order to gain their trust with our brands.
社交媒体也在提高客户洞察力，因为企业家可以在社交媒体上发布他想要的关于产品的信息和图像，这为人们提供了足够的细节。小企业可以通过维护社交媒体页面轻松收集客户偏好数据和位置统计数据。收集的数据可用于小企业改进产品或服务或修改营销策略。数据不会花费小企业任何钱，收集尽可能多的客户信息，以便于提高洞察力，这是很好的。知道他们喜欢什么样的产品，什么样的价格才是公平的，这样他们才会乐于购买。作为小企业，我们必须确保客户满意并充分满足他们的需求，以赢得他们对我们品牌的信任。
1.4 Enhance Web Traffic & Search Ranking:增强网络流量和搜索排名
The use of social media by small businesses can be helpful in enhancing the traffic on the websites, which would encourage customers to purchase more. Furthermore, the ranking on the search engine is also enhanced, resulting in greater chances of finding the website through the search engine and thus web traffic increases. According to the research conducted by Michaelidou, the use of social media has been reported to increase the customer base of the businesses through attracting new customers. As claimed by Kira Gholston “small businesses must actively participate, have the knowledge needed to run their social media page(s) and develop a strategy which engages their audience” (36). As a result of these strategies, enhancing web traffic and search ranking should be accomplished.
小企业使用社交媒体有助于提高网站流量，从而鼓励客户购买更多产品。此外，搜索引擎上的排名也得到了提高，导致通过搜索引擎找到网站的机会增加，因此网络流量增加。根据Michaelidou的研究，据报道，社交媒体的使用通过吸引新客户来增加企业的客户基础。正如Kira Gholston所言，“小企业必须积极参与，拥有运营其社交媒体页面所需的知识，并制定吸引受众的战略”。作为这些策略的结果，应该实现增强网络流量和搜索排名。
1.5 Sharing of Content and Relationship Building 共享内容和建立关系
Small businesses can share the benefits, deals and discounts on products or services without any problems in a faster way. Facebook is one of the widely used and the easiest platform provided to the businesses and the customers to use and interact with each other (Engel). Social media is one of the most effective tools for building relationship with the customers. It provides a platform for both parties to share their views, present opinions, and enhance the loyalty of the customers with the businesses. Therefore, forming strong relationships between businesses and customers. According to the research work conducted by Lisa Harris, et al, “this trend is fundamentally changing the relationship between businesses and their customers” (24). The study was conducted for analyzing the impact of social media on the customer relation in the business to business sector of London and positive results were found among using social media to help small businesses share content and build relationships.
小企业可以更快地分享产品或服务的好处、交易和折扣，而不会出现任何问题。Facebook是被广泛使用的最简单的平台之一，为企业和客户提供了相互使用和互动的平台。社交媒体是与客户建立关系的最有效工具之一。它为双方提供了一个交流意见、表达意见的平台，并提高了客户对企业的忠诚度。因此，在企业和客户之间形成牢固的关系。根据Lisa Harris等人的研究工作，“这一趋势正在从根本上改变企业与其客户之间的关系”。该研究旨在分析社交媒体对伦敦企业间客户关系的影响，并在使用社交媒体帮助小企业共享内容和建立关系方面取得了积极成果。
1.6 Richer Customer Experience:更丰富的客户体验
The customers experience of businesses can be enhanced through social media as it allows companies to interact with users to solve their queries and enhance the post purchase dissonance, which ultimately reflects in a better customer experience (Jones). Having a strong customer service and experience is a good path to make small businesses grow faster and have more loyal customers. The use of social media by small businesses can be helpful in creating brand loyalty by engaging with the customers constantly. The level of customer satisfaction can also be enhanced by improving the experience of the customers with the product or services.
企业的客户体验可以通过社交媒体来增强，因为社交媒体允许企业与用户互动，以解决他们的问题，并增强购买后的不协调，这最终反映在更好的客户体验上。拥有强大的客户服务和经验是让小企业更快发展并拥有更多忠诚客户的好途径。小企业对社交媒体的使用有助于通过不断与客户互动来建立品牌忠诚度。还可以通过改善客户对产品或服务的体验来提高客户满意度。
2.The Impacts of Social Media on Small Businesses:社交媒体对小企业的影响
Social media impacts small businesses technologically, economically, politically, and culturally. In the article “Impact of social media on small businesses” by Nory Jones et al, “the results of the preliminary survey show that small businesses were aware that the internet and social media have had a large impact on their business; over 95 percent feel it has had a huge(46 percent) or moderate (50 percent) impact”(621). Additionally, the factors that impact small businesses were discussed by many experts in the business field.
社交媒体在技术、经济、政治和文化上影响小企业。在Nory Jones等人的文章“社交媒体对小企业的影响”中，“初步调查结果表明，小企业意识到互联网和社交媒体对其业务产生了巨大影响；超过95%的人认为它产生了巨大（46%）或中等（50%）的影响”。此外，商业领域的许多专家讨论了影响小企业的因素。
2.1 Technological Impact:技术影响
The use of social media requires small businesses to establish an online presence. In some case, the presence of a brand online is extended with an opportunity to make online sales. Thus, for this purpose, businesses must shift the general operations of their businesses to the online forum (Evans). For instance, discussing the technological impact on small businesses is the conversion of the physical catalogue to the online catalogue where the customers can review the products and make decision about the purchases. However, this aspect requires the collaboration of the physical environment of the business with the digital one as well as additional budgets for the businesses.
社交媒体的使用要求小企业建立在线存在。在某些情况下，品牌在网上的存在会随着在线销售的机会而扩大。因此，为了达到这个目的，企业必须将其业务的一般运营转移到在线论坛。例如，讨论技术对小企业的影响是将实物目录转换为在线目录，客户可以在网上查看产品并做出购买决定。然而，这方面需要企业的物理环境与数字环境的协作，以及企业的额外预算。
2.2 Economic Impact:经济影响
The use of social media forums for advertising and marketing can result in reduction of costs for the businesses due to the traditional form of advertising. It requires extensive marketing budgets, which results in an increase in the costs of the company and leads to a lower revenues. Additionally, the sales of products online also reduces the operational costs of managing the outlet and the physical presence along with the maintenance of distribution channels, thus the usage of social media by businesses is helpful in reducing the costs of the businesses (Shabbir). One of the main values of using social media in small businesses is knowing how to economically manage the company’s revenue.
由于传统的广告形式，使用社交媒体论坛进行广告和营销可以降低企业成本。它需要大量的营销预算，这会导致公司成本增加，并导致收入下降。此外，在线销售产品还降低了管理门店和实体存在以及维护分销渠道的运营成本，因此企业使用社交媒体有助于降低企业成本。在小企业中使用社交媒体的主要价值之一是知道如何经济地管理公司的收入。
2.3 Political Impact:政治影响
Social media influences the organizations to maintain a proper business culture where the employees of the organizations are provided the basic rights. The production of the products is ensured through the best quality raw material and the ethical dimensions are effectively governed by the management. The fear of spreading the negative word of mouth through social media helps the small businesses in maintaining the ethical practices irrespective of the designation of the individuals working in the organizations. In addition, the laws, rules, and regulations formulated by small businesses organizations are ensured to be in line with the expectations of the stakeholders and according to the national standards set by the government.
社交媒体影响组织保持适当的商业文化，向组织的员工提供基本权利。通过最优质的原材料确保产品的生产，管理层有效管理道德层面。对通过社交媒体传播负面口碑的恐惧有助于小企业保持道德操守，无论在组织中工作的个人是谁。此外，确保小企业组织制定的法律、法规和条例符合利益相关者的期望，并符合政府制定的国家标准。
2.4 Cultural Exchanges Impact:文化交流的影响
The social media is a global forum that is helpful for the people and businesses to share the ideas, customs and values beyond the geographical boundaries. Small businesses could use this forum for creating a cultural impact all around the globe. The products that are marketed and sold through social media can result in wider acceptance of not only the product rather the culture of the origination as well (Chen and Xu). Thereby, all of that vary upon age profiles and attitude and values which leads to a good future of international business and globalization in the business industry.
社交媒体是一个全球论坛，有助于人们和企业分享超越地域界限的思想、习俗和价值观。小企业可以利用这个论坛在全球各地创造文化影响。通过社交媒体营销和销售的产品不仅可以让产品更广泛地被接受，还可以让原创文化更广泛地接受。因此，所有这些都因年龄、态度和价值观的不同而有所不同，从而导致国际商业和商业行业全球化的良好前景。
3.Social Media Strategy for Small Businesses 面向小企业的社交媒体战略
Social media is different media than other traditional medias. This is why it requires a well-planned strategy to get the maximum results. Small businesses must set good strategies to accomplish what is best for their business. Not only by fulfilling customers’ needs but also which goods and services should be distributed. After a research was conducted, the participants believe that the appearance and quality of content on social media is substantial (Carter). It is good to learn from big businesses as they grew from small ones; for instance, the company Burberry has a good social media strategy. In October 2009 Burberry started its own site on social media which was called Art of the Trench in order to have their customers from all over the world share their experience and pictures with one of their products (Phan). In the article “Social Media and Luxury Brand Management: The Case of Burberry” according to Michel Phan et al, “ as a result of all its efforts, Burberry is the best-ranked luxury brand in the top Social Network ranking by Famecount in 2011 (219). Even though it is not as active to get attention on social media as other companies. Furthermore, David Milder has discussed social media strategy and some of the steps to be included in the development of strategy for small businesses.
社交媒体与其他传统媒体不同。这就是为什么它需要一个计划周密的策略来获得最大的结果。小企业必须制定良好的战略，以实现对其业务最有利的目标。不仅通过满足客户的需求，还通过分配哪些商品和服务。在进行了一项研究之后，参与者认为社交媒体上的内容的外观和质量是重要的。当大企业从小企业成长时，向它们学习是件好事；例如，巴宝莉公司拥有良好的社交媒体战略。2009年10月，巴宝莉在社交媒体上创建了自己的网站，名为“沟槽艺术”，目的是让来自世界各地的客户与他们的一款产品分享他们的经验和照片。根据Michel Phan等人的文章《社交媒体和奢侈品牌管理：巴宝莉的案例》，“经过所有努力，巴宝莉在2011年Famecount的顶级社交网络排名中成为排名最佳的奢侈品品牌。尽管巴宝莉不像其他公司那样积极地在社交媒体上吸引注意力。此外，David Milder还讨论了社交媒体战略以及小企业战略制定中应包括的一些步骤。
3.1 Identifying Goals and Setting Marketing Objectives:确定目标并设定营销目标
The identification of the business goals is the first step in designing the marketing strategy for social media. It is important that the business goals be identified first because the ultimate results of the strategy needs to be in line with what a company is trying to accomplish. After drawing a path the next step is setting of the marketing objectives. The marketing objectives must be defined as smart goals so that a clear understanding of the goal could be provided to all the relevant people in the organization (Ray). Milder says “one of the biggest mistakes independent downtown merchants make is the failure to first identify the specific marketing objective” (35). Knowing where you want your businesses to be in the future will make you realize if your reaching your business objective successfully or not.
确定业务目标是设计社交媒体营销策略的第一步。首先确定业务目标很重要，因为战略的最终结果需要与公司试图实现的目标一致。绘制路径后，下一步是设定营销目标。营销目标必须定义为smart目标，以便向组织中的所有相关人员提供对目标的清晰理解。米德尔说，“独立商业区商人犯的最大错误之一是未能首先确定具体的营销目标”。了解您希望您的企业在未来的发展方向将使您意识到您是否成功地实现了业务目标。
3.2 Research the Competitors 研究竞争对手
Analysis of the competitors is necessary to frame the exact social media strategy. The competitors and their presence of the various social media forum can impact the market strategy of the business. Thus, it is important to research the competitor for designing an effective strategy. There is a greater chance that the direct competitors of the businesses will be using Facebook pages for promotion, thus looking for their pages and the offers made by them is necessary for taking the next step (Ray). In the book The Next Generation of Businesses Engagement Dave Evans quotes “ ‘it’s not necessarily bad when you do that,’”(4). agreeing with Ray. Looking at what other companies are doing make you aware of the chances and options for your company to succeed more than the competitors (Evans). Seeking around and trying different methods that other companies used before is one of the critical and effective ways to develop a small business.
分析竞争对手对于制定准确的社交媒体战略是必要的。竞争对手及其在各种社交媒体论坛的存在会影响企业的市场战略。因此，研究竞争对手对于设计有效的战略至关重要。企业的直接竞争对手更有可能使用Facebook页面进行促销，因此寻找他们的页面和他们提供的报价是采取下一步的必要条件。在《下一代企业参与》一书中，戴夫·埃文斯引用了“当你这么做的时候，不一定是坏的”。同意雷的观点。看看其他公司在做什么，让你意识到你的公司比竞争对手更成功的机会和选择（埃文斯）。寻找并尝试其他公司以前使用的不同方法是发展小企业的关键和有效方法之一。
3.3 Developing Message for Customers:为客户开发信息
The next step in the development of social media strategy is creating a powerful message for the customer. The message must be designed as realizing the target audience so that it could have a higher appeal. At the same time, the message for the customers must be engaging. In the current time, various different modes of creating the messages can be utilized. These include videos, written, visual or audio content. The content created for advertising the product or services on the social media needs to be creative, concise and effective to leave an impact on the audience. Making surveys in the applications that provide this tool is a helpful way for developing a message (Evans). Twitter for example, it provides the survey tool for free for all users whether it is a business account or a personal account. The tool itself shows the outcome of the survey after the users participate.
社交媒体战略发展的下一步是为客户创建强大的信息。信息必须设计为实现目标受众，以便具有更高的吸引力。同时，给客户的信息必须引人入胜。在当前时间，可以使用各种不同的创建消息的模式。这些包括视频、书面、视觉或音频内容。为在社交媒体上宣传产品或服务而创建的内容需要具有创造性、简洁和有效性，以对受众产生影响。在提供此工具的应用程序中进行调查是开发消息的一种有用方法。例如，Twitter为所有用户提供了免费的调查工具，无论是商业账户还是个人账户。工具本身显示用户参与后的调查结果。
Opponents (Different views): 反对者（不同观点）：
Opponents might claim that social media is not a helpful tool for small businesses to market and advertise their products. According to the research work conducted by Hensel and Deis, the use of social media marketing is not as effective for small businesses as it is presented. Claiming that social media management requires an expert in the field, the person who would be aware of managing the tools available along with handling the constant feeling for the stakeholders as well as the competitors. They believe that in order to have the requirements of this aspect to social media marketing, a trained individual is required. I agree with Hensel and Deis about having an experience in using social media but in today’s world there are kids who are in the age of six using the media properly. Not to mention the cost of hiring the individual ‘experts’ for social media marketing, provision of training for adapting to the culture of the organization and the shift in technological use of the organization from the traditional to the online forum results in high costs, which is very difficult to incur by small businesses.
反对者可能会声称，社交媒体不是小企业推销和宣传其产品的有用工具。根据Hensel和Deis开展的研究工作，社交媒体营销的使用对小企业的效果不如本文所述。声称社交媒体管理需要一位该领域的专家，他将意识到管理可用工具以及处理利益相关者和竞争对手的持续感受。他们认为，为了满足社交媒体营销这方面的要求，需要一名训练有素的个人。我同意Hensel和Deis关于拥有使用社交媒体的经验的看法，但在当今世界，有六岁以下的孩子正确使用媒体。更不用说雇用个人“专家”进行社交媒体营销的成本，提供适应组织文化的培训，以及组织的技术使用从传统论坛向在线论坛的转变，导致了高成本，这对于小企业来说是非常困难的。
I am not a trained individual nor am I an expert. Back in 2014, I opened a small clothing shop that I handled myself. I had the shop open for couple months with variety of goods that consumers like. Marketing was a problem for me and I could not find a good solution even after my family and friends suggested different ideas. So, I ended up shutting the dream of my life down because it was not really that successful. The thing that I figured out from my personal experience was that only limited number of people knew what products were sold at my shop and how could they benefit the lives of the customers. Some of the potential customers were also lost because they were not able to access the shop, as it was not in a crowded area. Thus, overall, it seemed that there was nothing wrong with my products but the placement of the products and the promotion techniques utilized were not up to the media that could have attracted a large number of customers for my shop. This was a great experience and I decided to keep these factors in mind before I take another chance for fulfilling my dream.
我不是受过训练的人，也不是专家。2014年，我开了一家自己经营的小服装店。我让这家商店开了几个月，里面有很多消费者喜欢的商品。营销对我来说是一个问题，即使我的家人和朋友提出了不同的想法，我也找不到好的解决方案。因此，我最终关闭了我的生活梦想，因为它并不是那么成功。我从我的个人经历中发现，只有有限的人知道我的商店出售什么产品，以及它们如何能让客户的生活受益。一些潜在客户也因为无法进入商店而失去了，因为商店不在拥挤的区域。因此，总的来说，我的产品似乎没有什么问题，但产品的放置和使用的促销技术并没有达到媒体的要求，而媒体本可以为我的商店吸引大量客户。这是一次很棒的经历，我决定在我再次尝试实现我的梦想之前记住这些因素。
In 2015, I started selling goods again but without having an actual shop. I have all the goods in my house garage. In order to gain more customers, I have decided to use social media to advertise the products and present the benefits and special points of each of the products that I have for sale. Social media was a really good tool in helping me market/advertise my products. The pictures uploaded on the various social media platform helped me in getting the attention of the consumers. After reviewing the attributes of the product that I upload, the potential customers contact me through the options provided by each of the platform and settle the transaction details through online medium. This sort of business model that was based on social media and its advertising has helped me develop my small business and it has earned me a higher profit comparing to my last experience of selling products through a shop.
2015年，我再次开始销售商品，但没有真正的商店。我把所有的货物都放在我的车库里。为了赢得更多的客户，我决定使用社交媒体为产品做广告，并展示我出售的每种产品的优点和特殊点。社交媒体是帮助我推销/宣传我的产品的一个非常好的工具。上传到各种社交媒体平台的照片帮助我吸引了消费者的注意力。在查看了我上传的产品属性后，潜在客户通过每个平台提供的选项与我联系，并通过在线媒体结算交易细节。这种基于社交媒体及其广告的商业模式帮助我发展了我的小企业，与我上次通过商店销售产品的经历相比，它为我赢得了更高的利润。
4 Conclusion:结论
The purpose of this paper is to discuss the effectiveness of social media in small businesses. The problem that has been identified in this paper revolves around personal experiences that I have had from opening a shop and later selling the products online. My main aim is the analysis of the utilization of social media marketing that would be done in order for the results to be applied to personal businesses. As well as presenting a clear picture for the other businesses operating at the small scale.
本文的目的是讨论社交媒体在小企业中的有效性。本文中发现的问题围绕着我从开商店到后来在网上销售产品的个人经历。我的主要目的是分析社交媒体营销的使用情况，以便将结果应用于个人企业。以及为其他小规模经营的企业提供清晰的画面。
The results of the research have revealed that there are various advantages of using social media as a marketing tool for small businesses. The use of social media can help in engaging more customers with the brand and the products, resulting in higher sales. Moreover, reinforcing brand name, improving customer data and insights, increasing brand awareness are some of the benefits that can be achieved by small business at a very low cost. Furthermore, the businesses can enhance the traffic of the websites and ranking on the search engines, improve the experience of the customers, and advertise the brand products at a lower cost than usual.
研究结果表明，使用社交媒体作为小企业的营销工具有多种优势。社交媒体的使用有助于吸引更多客户使用品牌和产品，从而提高销售额。此外，加强品牌知名度、改善客户数据和洞察、提高品牌知名度是小企业可以以非常低的成本实现的一些好处。此外，企业可以提高网站的流量和在搜索引擎上的排名，改善客户的体验，并以比通常更低的成本宣传品牌产品。
Additionally, social media marketing has been found to impact the small businesses in a number of ways. Overall, the impacts have been divided into four different categories especially the cultural impact, political impact, social impact and the technological impact. The analysis of the literature has shown that the use of social media requires the management of company to convert some of the other aspects of the business towards the automation and use of technology, thus triggering a process of involving software and high tech instruments in the business. From the political perspective, the social media makes the management of the companies and brands conscious about the ethical practices of the businesses. Culturally, the brands can learn and create an impact on the other brands through the utilization of social media. Furthermore, the utilization of social media lowers the businesses’ advertising and marketing costs creating a positive economic impact.
此外，社交媒体营销已被发现以多种方式影响小企业。总体而言，影响分为四个不同类别，特别是文化影响、政治影响、社会影响和技术影响。对文献的分析表明，社交媒体的使用要求公司管理层将业务的某些其他方面转变为自动化和技术使用，从而触发了将软件和高科技工具纳入业务的过程。从政治角度来看，社交媒体使公司和品牌的管理层意识到企业的道德实践。在文化上，品牌可以通过利用社交媒体学习并对其他品牌产生影响。此外，社交媒体的使用降低了企业的广告和营销成本，产生了积极的经济影响。
Additionally, social media strategy for small businesses has also been made as part of this report that discusses the various steps involved in creating an effective strategy that can provide the benefits of social media marketing for small businesses. All these aspects have reinforced that the use of social media by small businesses is effective for creating higher customer engagements and relationship at lower costs, which can ultimately result in increasing profits for small businesses. Although, a few studies have been found stating the negative impact of using social media on the small businesses but overall the benefits of social media usage have been found to outweigh the costs and risks associated with it. Thus, the utilization of social media for advertising and marketing the products can be considered important and can efficiently be used for enhancing the personal sales as well.
此外，这篇MBA作业还制定了小企业社交媒体战略，讨论了创建有效战略所涉及的各个步骤，该战略可以为小企业提供社交媒体营销的好处。所有这些方面都强化了小企业使用社交媒体可以有效地以更低的成本创造更高的客户参与度和关系，这最终可以增加小企业的利润。尽管有一些研究表明使用社交媒体对小企业有负面影响，但总体而言，MBA作业总结社交媒体使用的好处超过了与之相关的成本和风险。因此，利用社交媒体对产品进行广告和营销可以被认为是重要的，并且可以有效地用于提高个人销售。
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