The popularity and use of social media is increasing in Europe. It facilitates a new emerging international business communication culture, which can help in developing new business relations utilizing the wide range of online application. However, there are no studies, which help, in particular, small and medium sized enterprises (SMEs) to develop appropriate strategies. This paper identifies and discusses the problems, which arose when administrating an online social media survey in 31 European countries, and gives a short preliminary insight to the results. The main finding indicates the existence of different social media etiquette rules both among countries, ages and types of use (personal or professional use). Results also show that in countries where no personal networks of the research team were present there was a complete lack of response, suggesting that there is a need to develop networks initially before meaningful information exchange can commence
Aaltonen, Satu; Kakderi, Christina; Hausmann, Verena; and Heinze, Aleksej, "Social media in Europe: lessons from an online survey" (2013). UK Academy for Information Systems Conference Proceedings 2013. 40.