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2016 | OriginalPaper | Chapter

Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media

Authors : Hulda G. Black, Leslie H. Vincent

Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Publisher: Springer International Publishing

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Abstract

The purpose of this paper is to share the social media success story of Lexington Beerworks, a craft beer taproom located in Lexington, KY. As the paper will delineate, Lexington Beerworks’ success stems from some conventional social media usage similar to Blakeman and Brown’s (Bull Am Soc Inf Sci Technol 37(1):47–50, 2010) recommendation; however, a great deal of Lexington Beerworks’ social media success is a result of unconventional use of social media, particularly its collaboration with its main competitors.

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Title: Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media
Authors: Hulda G. Black
Leslie H. Vincent
Publisher: Springer International Publishing
Book: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Print ISBN: 978-3-319-11814-7

Electronic ISBN: 978-3-319-11815-4

Copyright Year: 2016
DOI: https://doi.org/10.1007/978-3-319-11815-4_99