To assess small rural retailers' use of social media and the role of social media in their business sustainability, we conducted focus group interviews with small business owners/managers from rural communities in a midwestern state. Participants revealed strong interest in social media, especially for use in sales and marketing. However, their engagement in social media was limited due to lack of knowledge and resources (i.e., time, human resources, financial resources, effectiveness measurement) related to developing and updating content. On the basis of these findings, we examine implications for Extension professionals and outreach educators regarding social media needs and programming for small rural businesses.
Son, J., Niehm, L. S., Russell, D. W., & Lee, J. (2019). Assessing the Social Media Use and Needs of Small Rural Retailers: Implications for Extension Program Support. The Journal of Extension, 57(2), Article 14. https://tigerprints.clemson.edu/joe/vol57/iss2/14