Author(s):
1. Senka Borovac Zekan, Croatia
2. Neven Seric,

Abstract:
ABSTRACT INTRODUCTION Small Businesses give a significant impulse to economic growth and development of each country. The business environment today is changing faster than ever thanks to advanced technologies. Competition in almost every industry has become more intensive. Considering the above, companies are becoming aware of the importance of adjusting their businesses to the target market in the best possible way in order to stay competitive. We believe that social networks today are the integral part of the communication with the target market from which small businesses cannot and should not be run from. Instead of, these networks should be used as a marketing tool in order to help small business owners successfully manage the process of marketing communication. RESEARCH METHODOLOGY The authors will use the case study method which would help them analyze the example of small business adaptation to the target market segment by using social network as a new marketing channel. Word-of-mouth as an instrument of marketing which is used in communication threw the internet networks is a very popular theme nowadays. Some authors represent word-of-mouth as the newest Holy Grail of modern marketing. This article seeks to analyze the factors of significant influence on the entrepreneurship communication with its target market with special emphasis on the online communication. The authors will use the case study method to present the example of successful women entrepreneur who succeed to cope with the challenges within its industry. Selected case study will show successful marketing communication strategies for managing small business ventures in the selected industry. RESULTS It can be concluded that social networks generate significant benefits for the company through maintaining long-term contact and continuous communication with the final users of their products and services. The results of this study will give clear guidelines to small business entrepreneurs on how to use modern technologies and new ways of doing business online in order to make their brand and their organization better known. Furthermore, this work will greatly contribute those trying to establish their online communication with their clients/customers and stimulate those who still did not think about it.

Key words:
small business, social networks, business strategy

Opening paper:
Yes

Date of abstract submission:
27.07.2011.

Number of visits:
684

Conference:
REDETE 2011

Applied paper from author