Exploiting social media channels as a marketing communication tool

Abstract

The purpose of the thesis was to provide the commissioning company information about how they could use social media more effectively in their marketing communication. The case company wanted to know what social media channels they should use and how, and in addition which channels are their competitors using and how. There were two researches implemented. A qualitative observation was made in order to find out how the case company and its competitors are using their social media channels and a quantitative web-based survey was implemented in order to find out social media’s users’ customs and opinions.