Practical usage of social media networks by coffee houses in Saint Petersburg

Abstract

The purpose of this research was to understand how the Social Media Marketing sphere works among the coffee houses in Saint Petersburg, Russia. Firstly, the phenomena of Social Media networks and Social Media Marketing were examined. Then, interviews with Social Media managers of several cafes were carried out. The qualitative research method was used in order to answer the main research question. The information was gathered from professional literature, articles, online blogs, reports, oral presentations, case studies, videos and University courses. The author’s proficiency and own experience complemented the findings as well. The empirical research included interviews with representatives of seven coffee houses with high presence in the Social Networks. As a result of this thesis study, guidelines for maintaining business accounts in the Internet were presented. Based on these guidelines and the information collected by the author, a successful Social Media Marketing strategy for a company can be created. The author identified the key points that should be taken into consideration by every company whose plan includes improving sales with the help of digital advertising. This thesis report can be used as a guide for the promotion of a café or other small company in a market similar to Saint Petersburg.