The purpose for this paper is to explore social media marketing from the perspective of

entrepreneurial learning. The theoretical basis consists of contributions from the fields of

organisational learning and entrepreneurship. An empirical study involving ten companies

has been carried out. The data were analysed with methods inspired by grounded theory.

Categories describing the companies' social media presence from an entrepreneurial

learning perspective are provided. Thus, the paper presents a novel way of studying social

media activities which should contribute to the theoretical fields of organisational learning

and entrepreneurship as well as to the understanding of social media marketing. For

practitioners, the findings provide additional knowledge that should be useful for their

own social media activities. 

The purpose for this paper is to explore social media marketing from the perspective of

entrepreneurial learning. The theoretical basis consists of contributions from the fields of

organisational learning and entrepreneurship. An empirical study involving ten companies

has been carried out. The data were analysed with methods inspired by grounded theory.

Categories describing the companies’ social media presence from an entrepreneurial

learning perspective are provided. Thus, the paper presents a novel way of studying social

media activities which should contribute to the theoretical fields of organisational learning

and entrepreneurship as well as to the understanding of social media marketing. For

practitioners, the findings provide additional knowledge that should be useful for their

own social media activities.