Branding through Social Media : Case Kinéis : SME in the IoT field
Kilkki, Lyydia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052812473
https://urn.fi/URN:NBN:fi:amk-2019052812473
Tiivistelmä
This thesis’ aim was to provide the case company Kinéis with evidence on the possible benefits of utilising social media for growing their brand and its appearance, and information on how it can be done in practice. The purpose was to establish a strategy for improving their brand perception and provide the company with the following steps of how to execute that strategy. The company has an inactive social media presence and needed direction to start profiting from those platforms.
The data collected was mostly qualitative due to the nature of difficulty measuring social media branding success in numbers. Data presented in this thesis came from multiple secondary data sources like books, databases, articles and case studies. Primary qualitative data was also collected through interviews with company representatives as well as more case studying directly over social media. The data was then analysed in content analysis.
The research revealed the importance for a business to be present on social media and to mindfully utilise posting content and connecting to profit the brand and entire company. Due to the boom in communication over social media, it important for businesses in all fields to adapt to this new communication and listening model. Social media gives insight into what a business and their brand is all about, encompassing their brand elements through content and brand community. Content needs to be planned with the consumers’ interests and values in mind.
The thesis will aid the case company in creating a space for their consumers to witness the brand values and be able to understand the brand elements better. It gives possibility to connect with consumers more closely, creating a transparent and trustworthy relationship, where the company has higher potential to listen to the feedback of all their stakeholders. It provides long-term benefit, since social media will very likely stay present in some form, and a well branded social media platform with topical and interesting content will ensure the legitimacy of the company’s brand’s success in the future.
The data collected was mostly qualitative due to the nature of difficulty measuring social media branding success in numbers. Data presented in this thesis came from multiple secondary data sources like books, databases, articles and case studies. Primary qualitative data was also collected through interviews with company representatives as well as more case studying directly over social media. The data was then analysed in content analysis.
The research revealed the importance for a business to be present on social media and to mindfully utilise posting content and connecting to profit the brand and entire company. Due to the boom in communication over social media, it important for businesses in all fields to adapt to this new communication and listening model. Social media gives insight into what a business and their brand is all about, encompassing their brand elements through content and brand community. Content needs to be planned with the consumers’ interests and values in mind.
The thesis will aid the case company in creating a space for their consumers to witness the brand values and be able to understand the brand elements better. It gives possibility to connect with consumers more closely, creating a transparent and trustworthy relationship, where the company has higher potential to listen to the feedback of all their stakeholders. It provides long-term benefit, since social media will very likely stay present in some form, and a well branded social media platform with topical and interesting content will ensure the legitimacy of the company’s brand’s success in the future.