Social Media Impact on Marketing and Operations of Small and Medium Companies: A Delphi study

This research project investigates the impact of social media, in particular the uses of the social media in Spain, the impact of the engagement concept for the companies, the influence of the word of mouth for the businesses and the effectiveness of social media marketing in Spanish companies. Qualitative data has been gathered from five Spanish companies that use social media providing rich and detailed information. The most common use of social media in Spain is branding and promotions but Spanish companies have issues in the implementation of the online and offline strategies.