Mimmi Albertsson och Isabella Arningsmark

Swedish companies’ usage of social media as a marketing tool

– An observation of the activities that is suitable to conduct in social media today

Abstract
Today companies increasingly use social media as a part of their marketing strategy. Most companies have discovered the value of using social media and are today registered on multiple platforms, but what kind of content is published by the companies on these platforms? The different platforms are constructed in different ways and around different attributes; are there therefore certain types of content that are more suitable to publish on a certain platform?

This thesis addresses and answers the following main question: What different kinds of activities are suitable for Swedish companies to conduct on different social media platforms? The question have been answered by the theory that this thesis processed, by an observation of how Swedish companies are using social media today and by interviews conducted with one company and one PR agency. Based on a discussion of the results of the thesis it appears that it is not possible to draw guidelines for what kind of posts that is more or less suitable to publish on the different platforms. What instead seems to determine which platform that the companies should use is the depth of the information they would like to publish. For all platforms it is shown that the focus of the companies should be interaction with users of the platforms. They should also publish posts frequently on the platforms they are using, but not with an excessive frequency as this tends to disturb the users.