The use of social media in connection with Maltese-established software companies

Abstract

This research seeks to examine how Software Development companies in Malta and Gozo use Social Media in their internal and external operations. In so doing, this study aims to address the gap in research within the Maltese context that relates to the topic in focus, which has notably already been assessed in foreign countries, as the literature review shows. The main purpose of this research is to obtain some rich and deep insights into the usage of Social Media in Software companies within the local scene. Other aims include discerning which are the most used and effective platforms for Software companies and investigating whether Social Media plays a vital role for such companies in Malta. To fulfil the outlined objectives, the qualitative research approach was chosen to gather the primary data. A sample of fifteen Software Development companies established in the Maltese Islands that currently make use of Social Media participated in this study through interviews, in which several semi-structured, in-depth questions were asked. The results, which are presented in this study, were then analysed and discussed. The findings highlight that there is a number of different reasons why such companies use Social Media, but the common concerns are marketing, recruitment and communication. Other results relate to how often the participants use Social Media and the benefits and challenges of using such platforms. This research concludes that Facebook is the most preferred platform for several reasons, including recruitment and paid advertising. In addition, this study shows that Social Media is essential for the majority of the participants in order to have a presence on the Internet. In conclusion, this study recommends, if the company grows, more time needs to be allocated to Social Media platforms.