Marketing through social media. Case – Imatra Base Camp

Abstract

This was a project-based thesis about marketing through social media. The purpose of the thesis was to attract more travelers to Imatra and Rauha region by continuing already implemented marketing campaign for Imatra city and Rauha region through social media. The work was commissioned by Imatra Region Development Company (Kehy Ltd). The thesis consists of theoretical and empirical section. The theoretical section of the thesis concentrates on social media, social media marketing, and destination marketing. The information for the theoretical section was gathered from various sources such as literature, articles and the Internet. The empirical part of the thesis was the actual destination marketing and measuring its online activities via social media metrics. The data for the empirical part was gathered from the online marketing activities on social media channels and also through satisfaction survey for the case company platform. The efficiency of marketing activities was measured by different online application tools. As a result of the marketing activities, recommendations concerning development of social media marketing, ways of increasing social media users’ activities and ways of attracting more followers on social media were suggested. Moreover, improvements of the case company’s platform were suggested. Finally, suggestions were made on how to increase awareness of local hospitality companies’ products and services. The conclusions and suggestions could be used by the case company for continuous improvement of the marketing campaign.