Creating a Facebook marketing plan : Case Prisma Lappeenranta

Abstract

This thesis aimed to create a Facebook marketing plan for Prisma Lappeenranta to modernize and update the practices used by the company in their Facebook activities. The author worked as a social media representative in the case company while constructing the thesis. Data for the thesis was drawn from mostly contemporary online sources from blogs and articles of the field, while certain concepts and models were defined with the help of literary sources. The data provided by the company’s Facebook Page’s Facebook Insights section was used in analyzing the company’s market environment and follower base. This data was then refined to create practical suggestions for the company on how to improve their social media actions. The thesis outcome was a custom-tailored Facebook marketing plan for the case company. Implementation of the plan was excluded from the plan and left to the discretion of the company’s marketing executives.