Leveraging the business through social media analytics – An empirical study on small enterprises in tier two cities of Karnataka

Leveraging the business through social media analytics – An empirical study on small enterprises in tier two cities of Karnataka Dr. J K Raju, Dean & Professor, Institute of Management Studies Davangere University-577002 Mail ID: drjavaliraju@hotmail.com Contact Number: 7892012139 Mr. Vijay K S Research Scholar Institute of Management Studies Davangere University-577002 Mail ID: vijayksmba99@gmail.com Contact Number: 7259464530 Abstract The internet has changed the game plan of doing business in recent days. This has created a competitive environment amongst the business enterprises. The business units of metro and big cities have already embraced the application of internet in facilitating their business. In recent days the business enterprises of tier-2 cities didn’t have an exception but face and adopt the recent changes. The importance and relevance of this can’t be ignored when it comes to the existence and survival of these units. These units face competition not only from the big players within town but also from outside through e-commerce and m-commerce. The current situation questioned the basic idea of “physical existence of the businesses” itself. The increased number of internet users through computer and smartphone devises has created an ecosystem where the competition is open and competitive. This has not only gave tough completion for local players but gave enormous opportunity to reach out customers and to realise their business goals. In this regard many of the small and medium business units have started their effort to make their digital presence. The online or digital presence can be through their own website, social media, and video platforms. It is already evident that these platforms will provide analytics on the content published. This research article will try to find how small and medium business unit in tire-2 cities effectively used these social media analytics to leverage their business. This article also intend to explore the challenges associated with usage of analytics insights in tier two cities. Key Words: Social Media Analytics, Online Presence, Commerce in Small Towns, Analytics in Small town Business.