Media moments: how media events and business incentives drive twitter engagement within the small business community

Twitter is one of the most popular social networking platforms today with nearly 238 million active daily users. While the platform is used by a myriad of individuals for various purposes, businesses both large and small have begun to adopt Twitter into their business strategy to better connect with consumers. Considering the growing emphasis on social media engagement in the business sector, the present study examines some of the fastest-growing American small businesses from the perspective of media events theory. According to media events theory, certain large-scale events will attract excess viewership and attention from the public, both on traditional and digital platforms. We examine how small businesses leveraged media events of 2020, including COVID-19 and the 2020 US presidential election, so as to increase engagement and foster the growth of their businesses via Twitter. Using 35000 tweets based on media event-related hashtags collected throughout 2020, we investigated Twitter engagement among 100 of the fastest-growing small businesses in the USA. Through the use of network analysis metrics, we illustrate that businesses that tweeted about media events often received greater levels of user engagement and exerted greater influence over their respective networks.