Social media as a marketing communications tool in health and welfare sector in Finland
Sjögren, Sonja (2022)
Sjögren, Sonja
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205097859
https://urn.fi/URN:NBN:fi:amk-202205097859
Tiivistelmä
This master’s thesis was commissioned by Kumppania Ltd. Kumppania is a communications agency specializing in the social, health and welfare sector. The author of this master’s thesis is a project manager at Kumppania.
The purpose of this master’s thesis was to study social media channels as marketing communications and overall communications tools in organizations in health and welfare sector.
Primary objectives of this study were to find out how organizations in health and welfare sector are utilizing social media channels in their marketing communications and overall communications, and to create recommendations for Kumppania about designing social media services to their target group.
The theoretical part of this study dives into digital marketing communications and social media. The empirical part of this qualitative study mixes survey and observation. The questionnaire was targeted to health and welfare organizations in Finland. 66 respondents from the target group participated in the questionnaire. The internet-mediated observation was conducted towards THL (Finnish Institute for Health and Welfare).
The author’s conclusions from the observation and questionnaire are that social media is an important part of marketing communications and overall communications in health and welfare sector. Over half of the respondents answered, that they have created a strategy for social media and most of the organizations handle their social media in-house. Facebook, Instagram, LinkedIn, YouTube, and Twitter are the most used social media channels in health and welfare organizations. The most important social media objectives in health and welfare organizations are promotion of recruitment, sharing information, raising brand awareness, and improving the employer image. The results indicate that social media content in health and welfare sector is mostly based on informative content, describes the everyday events, and brings out employee stories. A third of the respondents think, that social media has become more important in their organization during the global pandemic of Covid-19.
The purpose of this master’s thesis was to study social media channels as marketing communications and overall communications tools in organizations in health and welfare sector.
Primary objectives of this study were to find out how organizations in health and welfare sector are utilizing social media channels in their marketing communications and overall communications, and to create recommendations for Kumppania about designing social media services to their target group.
The theoretical part of this study dives into digital marketing communications and social media. The empirical part of this qualitative study mixes survey and observation. The questionnaire was targeted to health and welfare organizations in Finland. 66 respondents from the target group participated in the questionnaire. The internet-mediated observation was conducted towards THL (Finnish Institute for Health and Welfare).
The author’s conclusions from the observation and questionnaire are that social media is an important part of marketing communications and overall communications in health and welfare sector. Over half of the respondents answered, that they have created a strategy for social media and most of the organizations handle their social media in-house. Facebook, Instagram, LinkedIn, YouTube, and Twitter are the most used social media channels in health and welfare organizations. The most important social media objectives in health and welfare organizations are promotion of recruitment, sharing information, raising brand awareness, and improving the employer image. The results indicate that social media content in health and welfare sector is mostly based on informative content, describes the everyday events, and brings out employee stories. A third of the respondents think, that social media has become more important in their organization during the global pandemic of Covid-19.