Jonathan Kugelberg & Robin Merken
Social interaction - how a company should act in social media
Abstract
The purpose of this bachelor thesis is to investigate how companies should act in social media to reach out to the desired mass and achieve the goals that are set up. This paper is not about clear strategies, although it discusses guidelines that companies should consider when acting in social media. There has been collaboration with the white goods company Cylinda to include a practical aspect in this paper. Therefore most examples are from the white goods trade. Cylinda uses only Facebook in social media and therefore the big focus is on that specific channel.
In order to obtain both qualitative and quantitative responses, interviews with versed employees at Cylinda and an expert in the field of social marketing have been carried out. A questionnaire has been sent out and literature such as books on social media and marketing, earlier papers with the same focus, blogs and other Internet sources have been read.
To take advantage of social media as a company you need to get the viral marketing started. You need loyal visitors/costumers who tip each other about your company so that the companies massage gets spread. You should consider a couple of things to acquire these costumers so you can take advantage of the so-called “word-of-mouth” marketing. You must identify what the costumer wants to get from the social channels so that you are able to offer them that, which depends on the trade and it is typical that costumers get in touch with the white goods companies after a purchase. To get continuous visitors you must first attract them so that you later on can take advantage of them and use them in viral marketing. A homogeneous image and to check the world around you are fundamental things to be able to respond to both negative and positive comments, keep your costumers and visitors and obtain new ones.