Social media, small businesses, and the control of information

Much of the discussion regarding privacy and social media has focused on consumers of social media, but social media is also popular among businesses. This article explores the privacy tensions of small business owners using social media to disseminate and gather information to better engage and serve their customers while maintaining customer trust. Drawing on Communication Privacy Management theory [Petronio, S. (2002). Boundaries of privacy: Dialectics of disclosure. Albany, NY: SUNY Press, Petronio, S. (2007). Translational research endeavors and the practices of communication privacy management. Journal of Applied Communication Research, 35(3), 218–222], we argue that there is a dialectical tension between control and engagement. As information is disclosed via social media, it creates new opportunities for engagement, surveillance, and commodification. Based on group interviews with small business owners, we identify the kinds of information that small businesses must manage as participants on social media platforms and the privacy rules they develop.