Developing Social Media Practices in SMEs - The Role of Distributed and Centralized Leadership Activities

Social media practices are implemented in a growing number of B2B-companies. However, it seems that SMEs adoption of these practices is lagging behind compared with larger firms. In this context the support from the leadership is essential in order to enhance a firm’s use of social media for business purposes. This study aims to contribute to the scarce existing literature on leadership activities in relation to a company’s social media practices by conducting a qualitative analysis that is based on three theoretical propositions. Managerially the paper wishes to emphasize the importance of leadership’s awareness on the increasing relevance of adopting social media practices. Furthermore, the need for specific sense making of both social media practices in SME organisations and the integration of distributed and central leadership is highlighted as important for progress. Our research has hereby made a contribution to the specific understanding of management implications of social media practices in SMEs.