The development of Facebook marketing utilizing Content marketing. Case: Pirjon Pakari Oy.
Lehtikangas, Pauliina (2015)
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The purpose of this thesis was to learn how to improve Pirjon Pakari Oy’s brand visibility and overall visibility on Facebook. This was done by trying to add value to the end customer by producing interesting and engaging posts to Pirjon Pakari Oy’s Facebook page. This case study utilized theory from content marketing in attempts to improve the marketing of “Pirjon” Facebook page and therefore a Facebook content marketing strategy was created for Pirjon Pakari Oy. This strategy was implemented for 8 weeks and the results were analyzed from the data gathered from the Facebook Insights analytics tool. The data that was gathered from the Insights tool was page likes, reach, engagement and engagement rate. These results from the 8 weeks project were then compared with the averages from 8 previous posts posted on the Pirjon Facebook page before this project, to determine, if there was an increase in these numbers. Because the results were very positive, it can be concluded that this Facebook content marketing strategy that was created for Pirjon Pakari Oy was successful.