Social Media Marketing : CASE: OY SUOMEN LYYRA AB

Abstract

This bachelor thesis was commissioned by Oy Suomen Lyyra Ab, the largest student online media and student card producer for higher education students in Finland. The the-sis objective was to understanding the current social media situation and activity among the students of higher education in Finland, the social media networks that the case company currently uses as well as understanding how to use these networks for successful marketing activities. The quantitative research was conducted in November 2012 through an online survey tool available to the e-newsletter subscribers and Facebook users. A sample of 171 respondents participated in the research by answering the survey questions. The addressed research questions in this bachelor’s thesis were: a) Which social media networks are in use and how are they currently used by the case company’s higher education students? b) What are the social media habits of the target group and how could social media be used for marketing activities? The research shows that the higher education students of Finland are present in social media networks, reachable for business to consumer (b2c) marketing, and can be engaged through different measures of social media networks.