Social Media Strategy Case Student Union SAVOTTA

Abstract

The objective of this thesis project was firstly to broaden the writer's knowledge about social media marketing and, secondly, to implement a social media strategy for The Student Union of Savonia University of Applied Sciences, also known as SAVOTTA. The framework of the thesis is based on theory, and the author's own perceptions and experiences with social media marketing. A vast selection of different references has been used to implement the generated strategy, including Finnish and English literature and trustworthy internet publications. The primary target was to aggregate useful information that the case company could exploit. Regular consultative discussions were held with the executive director of the client organization during the project. Finally, the outcome of this thesis is a social media strategy for The Student Union of Savonia University of Applied Sciences providing instructions for performing social media marketing activities; what needs to be executed, how, where and how often. The strategy was prepared with the prerequisite that in strategy implementation, the relevant user of the strategy knows how to operate the various social media channels involved. Quantitative research was conducted to investigate the social media usage of those who study at Savonia University of Applied Sciences and their views on how appealing The Student Union's social media content is seen by them. To conclude, the social media strategy was made based on the present study with the objective of enhancing SAVOTTA's prominence in social media.