Social media marketing plan for a small dance business
Strandberg, Jenny (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505069340
https://urn.fi/URN:NBN:fi:amk-202505069340
Tiivistelmä
The thesis project is commissioned by Jenny Strandberg Creative and combines a theoretical approach and real-life application to produce an Instagram-focused social media marketing plan for a small dance business.
The research adopted a mixed-method approach, combining a literature review on marketing, business, and consumer behavior theories, qualitative interviews with dance industry professionals, and an online questionnaire distributed to the commissioner’s target audience. Additionally, a market and company analysis were conducted. The social media marketing plan is presented in six steps, including a social media audit, followed by goals and objectives using SMART goal setting, a social media marketing mix considering 4P’s, buyer personas and branding, content plan, and an implementation plan including key performance indicators and cost-benefit analysis.
The findings indicate that Instagram is the most effective channel for social media promotion for Jenny Strandberg Creative’s services due to its relevance in the dance sector and the commissioner’s target audience. The most effective Instagram strategy for the commissioner is to consistently deliver a mixture of different content categories, including entertaining, relatable, paid, and educational content in short-form video format through Instagram Reels and Stories. The study further reveals the importance of maintaining a good reputation, clear communication and professionalism within the dance industry to appeal to consumers in the segment. The findings of the literature review highlight the importance of tracking content analytics and optimization for better performance and growth in social media.
Future research requires a more in-depth study into the impact of social media and social media marketing within the wider dance sector. Additionally, future studies could focus on discovering effective social media marketing strategies on platforms such as TikTok, which has spiked in popularity in the dance sector, and consider the usage and ethics of Artificial Intelligence in content and strategy optimization.
The research adopted a mixed-method approach, combining a literature review on marketing, business, and consumer behavior theories, qualitative interviews with dance industry professionals, and an online questionnaire distributed to the commissioner’s target audience. Additionally, a market and company analysis were conducted. The social media marketing plan is presented in six steps, including a social media audit, followed by goals and objectives using SMART goal setting, a social media marketing mix considering 4P’s, buyer personas and branding, content plan, and an implementation plan including key performance indicators and cost-benefit analysis.
The findings indicate that Instagram is the most effective channel for social media promotion for Jenny Strandberg Creative’s services due to its relevance in the dance sector and the commissioner’s target audience. The most effective Instagram strategy for the commissioner is to consistently deliver a mixture of different content categories, including entertaining, relatable, paid, and educational content in short-form video format through Instagram Reels and Stories. The study further reveals the importance of maintaining a good reputation, clear communication and professionalism within the dance industry to appeal to consumers in the segment. The findings of the literature review highlight the importance of tracking content analytics and optimization for better performance and growth in social media.
Future research requires a more in-depth study into the impact of social media and social media marketing within the wider dance sector. Additionally, future studies could focus on discovering effective social media marketing strategies on platforms such as TikTok, which has spiked in popularity in the dance sector, and consider the usage and ethics of Artificial Intelligence in content and strategy optimization.