Developing a social media marketing strategy, case ABC4EU

Abstract

The purpose of this project was to develop a social media marketing strategy. The beneficiary is a project called ABC4EU, where my university, Laurea, is a member. The purpose of the social me-dia marketing strategy is to enhance the use of social media networks, and to use them properly to deliver the required message. Another purpose is to figure out the best way to upload pilot vid-eos of the project. There are several tasks included in this project. Initially I had to do research on the industry and the project. I figured out with the project manager the target audiences and what ABC4Eu would aim to receive from them. Then, I started examining the project’s current social media networks, to see the activity and how many followers they have. Then I had to research the best way to reach the target audiences, and how to reach them and use Facebook and Twitter properly. I also did some research about videos, to enhance the pilot videos. Finally, I came up with the end product, which is a strategy in the form of a manual. There are several knowledge bases used, from studies to articles. As this is not a traditional mar-keting case, I picked out different great tips from many different sources in order to come up with the best solution for this case. In the end, the manual contains all the necessary information to enhance the use of Facebook and Twitter, and specifies how to upload the pilot videos to gain more activity. The end product is easy to read and use, and it contains inspiration for posting content and using the social media networks.