Rauma Lukko Fans' Satisfaction with Organization's Social Media Marketing

Abstract

This research was conducted to find out Rauma Lukko fans’ satisfaction with the organization’s social media marketing and to identify content preferences that could improve satisfaction. A quantitative approach was used in this thesis, and data were collected through an online survey. The survey questions were designed based on established social media and customer satisfaction theories presented in the thesis. The survey included general questions about social media and platform-specific questions. The survey included 1-10 rating scales and open ended questions. The survey was distributed via Lukko’s Instagram, Facebook, and X/Twitter channels and it was open for a six day period. A total of 286 responses were collected and analyzed.

Results showed that overall satisfaction with Lukko’s social media content averaged 7.80. Platform specific scores varied: WhatsApp content was rated highest, followed closely by TikTok; X/Twitter content got the lowest ratings. Informative value ranked as the most important content attribute, with entertainment and engagement also highly valued. Open responses revealed strong preferences for behind the scenes material—particularly “player my-days” were requested.

Lukko’s current social media content is positively viewed but could be optimized by reallocating resources toward the highest performing platforms and by creating more exclusive behind the scenes material. More player centric narratives and interactive features were found to be key aspects when trying to boost satisfaction, engagement, and organic reach. Recommendations included prioritizing TikTok and creating exclusive content on different platforms. Creating exclusive narrative driven stories will help the organization to boost engagement across all platforms and create long-lasting customer relationships.