Abstract
The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficulties in marketing communication, this study was held with purpose to examine the marketing communication activity in social networking media facebook. The study used a qualitative approach, that used interview ,observation and documentation, to assess the activity of SMEs marketing communications in facebook page, the setting of the research was the SMEs who success performed marketing communication in social networking media facebook. The results of this study resulted in a model of marketing communication through social networking media facebook page, which is useful as a guide for SMEs who will do the marketing communications.
Highlights
The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds
The results of the analysis found some marketing communication activities in facebook page, researchers found four categories of marketing communications activities, that are : advertising, sales promotion, publicity and direct marketing, which can be seen in table 1
The success of marketing communication activities are integrated with other communication activities, the results of the analysis indicate that small and medium enterprises (SMEs) do a variety of other marketing communications activities such as: 1 Using a Blog and website adv free
Summary
The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds. The problems faced by many small and medium enterprise are marketing their products in their business. Small entrepreneurs as an entrepreneur is always trying to find ways to solve the marketing problems. The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media. Facebook today has attracted many parties to use as media for online marketing communications. The emergence of facebook is interesting, because in the beginning facebook as social network media intended as a place for interaction among its members, viewed by the people have the opportunity to be marketing communications media
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