The purpose of this paper is to investigate how family businesses utilise social media tools, to determine what the purposes, benefits and challenges are, and to discover competencies that are important in social networking and cooperation. A multiple case study method was employed based on semi-structured interviews with six wineries located in the Balaton region, Hungary. The interviewees and the wineries they represented were selected among the 55 wineries applying the non-probability sampling purposive technique and the interviews were analysed using a case study method and qualitative content analysis. The results show that Facebook is the most popular social media tool that wineries use to increase brand awareness and reach new potential customers. This study also presents a “Social media roadmap” framework for good practice and proposes practical steps family businesses may take to help them succeed in their marketing activities.

本文的目的是调查家族企业如何利用社交媒体工具，确定目的、好处和挑战是什么，并发现在社交网络和合作中重要的能力。基于对位于匈牙利巴拉顿地区的六家酿酒厂的半结构化访谈，采用了多案例研究方法。受访者和他们所代表的酒厂是从 55 家应用非概率抽样目的性技术的酒厂中选出的，并使用案例研究方法和定性内容分析对访谈进行了分析。结果表明，Facebook 是酿酒厂用来提高品牌知名度和接触新潜在客户的最受欢迎的社交媒体工具。