Successful Social Media Marketing : How Company X, SUPER, promoted an event on Facebook
Salonen, Tuuli (2016)
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This paper studies the effectiveness of a social media marketing campaign for Company X and specifically its brand SUPER. The commissioning company wishes to remain anonymous, thus the names are changed. SUPER promoted their participation to consumer targeted fairs on Facebook and the empirical study of this paper is based on these marketing campaigns. The aim of this study is to achieve and understanding about the key success factors of a marketing campaign in social media by identifying those key factors from literature. The study identifies six success factors from literature: Authenticity, Engagement, Spreadability, Integration and Nexus. These factors, that based on literature should make marketing campaigns successful, are applied to various campaigns by SUPER to see which campaigns should be the most successful. The campaigns are also reviewed from the point of view of how well the campaigns reached the desired and set goals of SUPER. In discussion there are suggestions for SUPER which success key factors they should use in the future marketing campaigns on Facebook. The conclusion of this study is that using the success factors identified from the literature will help in achieving the goals set by SUPER for their future Facebook marketing campaigns.