Social media marketing and its impact on product promotion in small enterprises : the case of Blendtec

Abstract

Social media marketing (SMM) is the process of attracting attention towards specific brand or product through social platforms. Typically it is a set of activities on the use of social media as channels for promoting companies and solving other business problems. The main focus in SMM is on creating content that people will distribute through social networks themselves, without the participation of the organizer. It is believed that the messages transmitted over social networks, cause more confidence in potential consumers of the service. Promotion in social networks allows SMM specialist to accurately influence the target audience, choose the sites where this audience is more represented, and the most appropriate ways of communicating with it, while least impacting those who are not interested in this advertisement. Marketing in social networks includes many methods; some of them include working with the bloggers, reputation management, personal branding and non-standard SMM-promotion. The purpose of this bachelor thesis is to determine and summarize some of the existing SMM methods, compare their effectiveness