Social media strategies for family firms in Cumbria and South-West Scotland

Abstract

This research explores the usage of family firms' social media in Cumbria and South-West Scotland. The analysis is both broad analysing the whole area together, and also narrow by segregating the counties and comparing their social media activities. The aim of the study is to give the researcher an insight into commercial social media profiles within family firms. Family firms and the geographical area of study were chosen as the researcher has personal connections to a family firm where work experience was undertaken during the Summer of 2016 in the digital department. Currently there is an abundance of literature encapsulating both social media and family firms as stand-alone subjects of academic enquiry; however, there is little research combining the two while simultaneously focusing on a selected geographical area. The purpose of this study was to examine the behaviours, and perceptions surrounding the use of social media while taking demographics, geography and culture into consideration. The findings from this research support the available literature, suggesting that businesses' social media activities do not support the needs of the consumers. If change is not implemented and encouraged it is expected that companies will experience employees resisting change. Culture and social norms have changed as a result of social media in regards to communication styles. This study has identified several areas for future research: • Exploration into business policy education and support, and understand how this has affected the usage of social media, particularly looking at West-Cumbria • Compare urban and rural areas and understand why social media has a different perceived value in different areas which is reflected through financial investment • Understand the usage of social media in family and non-family businesses and