Role of social media in promoting new companies

Abstract

The thesis studies social media platforms as a tool to promote new businesses and their products in the age of digital transformation. With the help of social media businesses can grow visibility, attract target audience and acquire customers. The study was motivated by the recent growth of start-ups and new businesses in Finland and worldwide in a competitive environment with a request for a cost-effective marketing strategy. The thesis studies the theoretical foundations of social media marketing, finds practical aspects of their usage and gives evaluation of their effectiveness.

The thesis uses mixed methods, combining theoretical foundations and case study with an example of a real social media strategy for a new business start-up. In the beginning the theoretical framework is established, describing main concepts of digital marketing and social media usage. The case study with a practical application for a company is given in the second chapter. It includes key findings with importance of defining your customers, writing targeted content and data-driven examples of a social media strategy.

The insides from the thesis enable start-up founders or any new businesses recommendations with a list of actions to achieve targeted advertising and customer acquisition. Overall description of strategies and tools used confirm that social media has a lot of opportunities to offer, while knowing the algorithms, content creation tools and strategic planning.