Abstract
The purpose of this paper is to share the social media success story of Lexington Beerworks, a craft beer taproom located in Lexington, KY. As the paper will delineate, Lexington Beerworks’ success stems from some conventional social media usage similar to Blakeman and Brown’s (Bull Am Soc Inf Sci Technol 37(1):47–50, 2010) recommendation; however, a great deal of Lexington Beerworks’ social media success is a result of unconventional use of social media, particularly its collaboration with its main competitors.
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