Social Media: Marketing Considerations for Small Business

Lebanon’s area is rated 170th worldwide (CIA, 2014). It is smaller sized than the dimension of Connecticut, among the tiniest states in America. Additionally, Lebanon is one of minority autonomous countries in the Middle East area. Regarding its economic situation, Lebanon is a free enterprise economy and has a very long custom of laissez-faire economics. In addition to its seaside area on the Eastern Mediterranean shore, Lebanon is considered as the main ‘home window’ of the Center East to Europe, North Africa, et cetera of the globe. Due to this, its economy has gone through some extremely thriving times as well as was also once called the ‘Paris’ of the Center East before the country’s 15 year-long bloody civil war which ended in 1990.

Additionally, although Lebanon is tiny, it is also among the most diverse nations on the planet. Christians, Muslims, Druze, as well as various other minority sects are spread all over the little country as well as also Lebanon’s political system is based upon sectarian power sharing.

Nevertheless, this diversity had actually played a crucial role in the nation’s problems. This diversity was a needed condition of the nation’s sectarian civil war as well as presently plays a crucial duty in its political paralysis, although other aspects (mostly international) are at fault also. There is currently no acting President and the nation’s competing political parties maintain quarreling and also preventing instead of helping with the country’s development.

Moreover, Lebanon’s distance to Israel has actually made it an international policy/proxy battleground for international nations, each making use of Lebanon for its very own egocentric ends.

The unfortunate political truths of the nation have substantially injure the nation’s economy. Additionally, since Lebanon is a service-based economy, this specific market has taken the biggest hit.

Tourism plays a considerable function in the country’s economic situation. According to the Lebanese Ministry of Economic Climate & Trade (MOET), “Tourist has actually long been one of Lebanon’s top economic sectors” (Economic Research Device, 2010).

In addition, The Globe Traveling & Tourist Council estimated that the travel & tourist sector in Lebanon contributed over $4 billion bucks in 2013 (World Travel & Tourist Council, 2014).

The traveling & tourism market comprised concerning 10% of the economy in 2012 yet that share dropped to 9% in 2013 (ibid, p. 14). This is due to the political scenario in the country as well as some other variables. In addition, the variety of traveler arrivals in the country kept lowering from 2011 to 2013.

Considering that the tourist market has been rather going to pieces in the previous couple of years, the room for error ends up being really tiny for businesses in this industry. The political & economic situations are pressing tourist-related (TR) businesses in Lebanon. This suggests that these companies are required to do even more to offset raising losses (or lowering revenues) as well as with less resources. There is no informing when the political & financial scenario in Lebanon will certainly improve especially because the civil war in bordering Syria reveals no indicators of moderating.

There are several manner ins which Lebanese TR companies can adjust during these times such as executing scaling down plans as well as cutting back on advertising and marketing & advertising and marketing spending plans. When economic recessions and bumpy rides affect services, the first things to obtain eliminated are generally marketing budgets. Yet especially given that TR services need to do even more advertising and marketing to make up for shed services, this might not be a good suggestion.

One option to this issue is to capitalize on Social Media Advertising and marketing strategies since they cost little to no resources, perfect for the existing financial situation in Lebanon. Social network advertising enables TR businesses to get over obstacles of limited spending plans and also reduced business.

Issue Declaration

Throughout the past few years, the positive result of social media on business has been extremely high (Kaplan et al., 2010; Stelzner, 2010; Treem & Leonardi, 2012, p. 143; Baker & Green, 2014).

Furthermore, Facebook and Twitter followers of a specific brand name are far more most likely to recommend and also purchase from these brand names than non-fans (Cruz & Mendelsohn, 2011). But, we don’t require to ensure of social media sites’s influence on business via study studies. For social media sites users, that include over 30% of the world, this truth is recognized. Increasingly more businesses are inserting Social media site advertising and marketing tools into their marketing strategies and also, in some cases, have even end up being an important part of their general company technique.

Naturally, one would anticipate that Lebanese businesses would promptly adopt Social network Advertising as a vital role in their total marketing methods but this is not the case. When it concerns the Center East as well as specifically Lebanon, the region is much behind the West in social networks usage. Not only that, when it pertains to services associated with the tourism market, there is much area for development. Little investment in modern technology is keeping traveler businesses away from maximizing advertising and marketing opportunities offered by social media.

The Lebanese tourist market is not making use of social media marketing methods although the advantages of doing so appear. This offers a fantastic trouble specifically because the economy is going through an extremely rough time.

Additionally, Lebanese TR organizations and organizations in Lebanon as a whole are not adopting social media tools as they should. This presents a significant trouble in the waste of resources along with significant missed possibilities as a bigger target market can be reached via social media making it possible for businesses that embrace social networks marketing tools obtain a better chance of success and prosperity.

Purpose of the research study

The fruits and benefits of social networks advertising and marketing tools may take significant time to find around in Lebanon if we are ignorant of the elements that have actually led to the avoidance of widespread social networks advertising fostering.

Likewise, as long as no research enters into the concern of effectively implementing a social media advertising campaign in the Lebanese context, lots of TR companies might be shed also if they determine to take on social media sites advertising and marketing tools.

Furthermore, despite the fact that there have actually been numerous research studies in the West about properly applying social media sites advertising campaigns, the results of these research studies might or might not put on the Lebanese context. As a result, it is likewise the function of this study to figure out those aspects associated with successfully implementing social media advertising and marketing among Lebanese TR organizations.

At the end, there is no question that social networks advertising and marketing plays a very essential role in the advertising and marketing projects and also in the general success of tourism-related businesses.

Lebanese Tourist-Related (TR) organizations drop much behind the industrialized globe in investing as well as utilizing SMM. Given that there are numerous benefits of SMM, why is this so? Likewise, to catch up to the rest of the globe, what is the most effective method for Lebanese TR organizations to deploy an SMM campaign? So, it was the research’s objective to find reasons connected to such low financial investment & use SMM by Lebanese TR services and to help direct these organizations in properly making use of SMM.


The purpose of this study is twofold. This research aims to figure out specifically what those variables are that are protecting against the widespread fostering of social media sites marketing devices among Lebanese TR businesses. The philosophy made use of is interpretivism, for an inductive technique to go from details to basic study, the method is ethnographic, as well as the method is qualitative. In-depth meetings are utilized with ten individuals from 10 different firms. 5 firms had high social networks ‘exposure’ and also the various other 5 really did not. So, the individuals’ answers supplied very valuable information as well as options for the research problem.


The outcomes found that amongst one of the most pertinent aspects of little SMM investment & usage by Lebanese TR businesses are that many don’t see benefits to utilizing SMM and so don’t support it.

The outcomes additionally offered useful information on variables for efficiently implementing SMM by Lebanese TR organizations consisting of the acceptance of SMM by ownership/decision-makers and also the significance of these people in seeing the benefits of SMM. Additionally, troubles with applying SMM consist of negative client feedback and inter-departmental power Linkedin Leads battles.

Suggestions include connecting the advantages of SMM to Lebanese TR services which is of such high importance to obtain them to make use of SMM. There should likewise be an SMM strategy with a regular schedule laying out the days to include web content to social networks websites as well as comprehensive monitoring of SM individual remarks regarding the business.

At the end, it is the researcher’s hope that the research study helped shed light on crucial facets of SMM as well as its relation to Lebanese TR companies. It is likewise really hoped that the referrals be considered by Lebanese TR companies.


Baker, S., & Eco-friendly, H. (2014, February 20). Social media site will change your organization. Company week.

CIA Globe Factbook 2014. (2014, November 11). Overall Location – sq kilometres 2014 nation comparisons, ranks, By Rank.

Cruz, B., & Mendelsohn, J. (2011 ). Why social media sites matters to your service. Obtained from Chadwick Martin Bailey

Economic Research Device. (2010) Tourism. Ministry of Economic Climate & Profession E-newsletter,( 5 )

Kaplan, Andreas M. and also Michael Haenlein. 2010. “Individuals of the World, Unite! The Difficulties and Opportunities of Social Network.” Service Horizons 53: 59-68.

Stelzner, M. (2010 ). Social network marketing sector record: how marketers are utilizing social media to expand their organization.

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