The versatile use of social media in today's business environment
Röös, Kristiina (2016)
Röös, Kristiina
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060111312
https://urn.fi/URN:NBN:fi:amk-2016060111312
Tiivistelmä
Nowadays, the use of social media has become essential for many businesses. It helps companies to market themselves, raise their brand awareness and move towards new achievements and experiences. Companies must pay better attention to the changing trends in social media, in order to stay competitive. Social media trends need to be followed and learned accordingly, because gaining success can not happen without challenges.
This is a portfolio thesis that contents four previous learning assignments. The purpose is to improve the quality and content of the assignments with additional information. The main aim of this thesis is to fully present opportunities, new trends and alternatives that social media has to offer for small and medium-sized businesses.
The theoretical part of this thesis describes paid advertising in social media as well as the effective use of affordable promotional and analytics tools for measuring a company's performance on a social media platform. The importance of different marketing strategies that can be applied to social media operations are also explained in this part.
There are four previous learning assignments that are developed and improved in this thesis based on theory on current social media trends and their opportunities. All assignments are somehow related to marketing and social media. The assignments were completed during studies in Haaga-Helia UAS. The first two assignments are indvidual reports from two different modules and they include certain parts that require improvement. The other two final assignments were chosen to support and complement the individual reports. The final assignments present valuable information regarding social media and paid advertising, which was also used in this thesis.
The improvements of individual reports were executed by providing suitable and budget-friendly social media platform alternatives for both case companies. Supportive marketing strategies and paid advertising methods were presented as an additional part for reports, where they are considered necessary.
In conclusion, the process of improvement created new insights into obstacles that small and medium-sized businesses can face while using social media marketing. The challenges are the unnecessary use of paid advertising and analytics tools as well as weak control of online privacy and security. All of them require proper solutions which is also presented in this thesis. In addition, the use of social media alongside with marketing methods, such SOSTAC and Content Marketing Matrix, appear to be a strong combination and should be used by small and medium-sized businesses.
This is a portfolio thesis that contents four previous learning assignments. The purpose is to improve the quality and content of the assignments with additional information. The main aim of this thesis is to fully present opportunities, new trends and alternatives that social media has to offer for small and medium-sized businesses.
The theoretical part of this thesis describes paid advertising in social media as well as the effective use of affordable promotional and analytics tools for measuring a company's performance on a social media platform. The importance of different marketing strategies that can be applied to social media operations are also explained in this part.
There are four previous learning assignments that are developed and improved in this thesis based on theory on current social media trends and their opportunities. All assignments are somehow related to marketing and social media. The assignments were completed during studies in Haaga-Helia UAS. The first two assignments are indvidual reports from two different modules and they include certain parts that require improvement. The other two final assignments were chosen to support and complement the individual reports. The final assignments present valuable information regarding social media and paid advertising, which was also used in this thesis.
The improvements of individual reports were executed by providing suitable and budget-friendly social media platform alternatives for both case companies. Supportive marketing strategies and paid advertising methods were presented as an additional part for reports, where they are considered necessary.
In conclusion, the process of improvement created new insights into obstacles that small and medium-sized businesses can face while using social media marketing. The challenges are the unnecessary use of paid advertising and analytics tools as well as weak control of online privacy and security. All of them require proper solutions which is also presented in this thesis. In addition, the use of social media alongside with marketing methods, such SOSTAC and Content Marketing Matrix, appear to be a strong combination and should be used by small and medium-sized businesses.