Social Media Marketing Plan for Original Sokos Hotel Tapiola Garden
Tarvainen, Saara-Maria (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053015806
https://urn.fi/URN:NBN:fi:amk-2023053015806
Tiivistelmä
This is a product-based thesis for Original Sokos Hotel Tapiola Garden, a hotel in Espoo. Original Sokos Hotel Tapiola garden is part of the Finnish hotel chain Sokos Hotels. The object of this thesis was to create a functional social media marketing plan for the hotel. The social media marketing plan consists of clear guidelines on how, when and what to post on the hotel’s two social media platforms, Facebook, and Instagram. The author of this thesis works for the hotel and after recognizing some issues in the social media marketing of the hotel, decided to create a social media marketing plan as her thesis.
This thesis is divided into two parts, the theoretical framework, and the actual product. The theoretical framework introduces the company, the company’s brand, the topic of social media, marketing in social media, and SOSTAC® method as a part of a social media marketing strategy. The second part is the actual product, a social media marketing plan for the hotel. The social media marketing plan was done based on the research, and the theoretical framework done for this thesis. Both qualitative and quantitative methods of research were used in the making of this thesis, an interview with the social media manager of Original Sokos Hotel Tapiola Garden, as well as a survey conducted on Google Forms. The survey examined, how the current content on the hotel’s social media platforms resonates with people and prompted improvement suggestions from the participants.
The importance of social media as a part of today’s marketing is a constant theme throughout this thesis. The importance of implementing actions such as planning, engaging with your audience, and measuring results, as well as producing high-quality, well-thought-out content is explored during the thesis. In the last chapter, the author details the process of creating this thesis.
This thesis is divided into two parts, the theoretical framework, and the actual product. The theoretical framework introduces the company, the company’s brand, the topic of social media, marketing in social media, and SOSTAC® method as a part of a social media marketing strategy. The second part is the actual product, a social media marketing plan for the hotel. The social media marketing plan was done based on the research, and the theoretical framework done for this thesis. Both qualitative and quantitative methods of research were used in the making of this thesis, an interview with the social media manager of Original Sokos Hotel Tapiola Garden, as well as a survey conducted on Google Forms. The survey examined, how the current content on the hotel’s social media platforms resonates with people and prompted improvement suggestions from the participants.
The importance of social media as a part of today’s marketing is a constant theme throughout this thesis. The importance of implementing actions such as planning, engaging with your audience, and measuring results, as well as producing high-quality, well-thought-out content is explored during the thesis. In the last chapter, the author details the process of creating this thesis.