Bibliographic Metadata

Social Media Marketing in Klein- und Mittelbetrieben / Elena Gorelova
AuthorGorelova, Elena
Thesis advisorLoidl, Stephan
PublishedWien, 18.03.2015
DescriptionIX, 154 Seiten
Institutional NoteFachhochschule des BFI Wien, Masterarbeit, 2015
Document typeMaster Thesis
URNurn:nbn:at:at-fhbfiw:1-1271 Persistent Identifier (URN)
 The work is publicly available
Social Media Marketing in Klein- und Mittelbetrieben [1.3 mb]
Abstract (English)

This master thesis addresses social media marketing in SMEs. SMEs are able to gain substantial value from social media but there are also challenges like lack of personnel resources and know-how. The master thesis aims to investigate how social media has to be implemented and used by SMEs for marketing purposes and to provide SMEs with practical recommendations. To answer the research question, the current literature surrounding social media marketing is discussed and an empirical survey (expert interview) is conducted. Survey data is interpreted by means of summarizing content analysis. The present work gives academics a literature review on social media marketing and provides SMEs with a handbook for social media usage for marketing purpose. Results indicate that social media marketing has to be run by SMEs systematically and goal-oriented. Social media marketing is considered as a three-phase cycle: the conception phase, the implementation and interaction phase, and the control phase. In the conception phase, SMEs have to analyse their status quo of social media usage, to set objectives, and to formulate strategies of social media activities. In this context, the present work identifies efficient analysis and planning instruments as well as appropriate social media channels that best meet SMEs needs. Furthermore, success factors of the implementing and interaction phase are identified. Success factors include, first of all, authentic appearance in social media which implies that SMEs should truly live communicated standards and values. Secondly, social media posts have to offer additional value for users such as useful information and entertainment. Thirdly, word-of-mouth has to be managed by SMEs purposefully. Moreover, the present work provides recommendations on communication crisis management. The control phase encompasses social media monitoring and controlling that deliver impulses for the optimisation of social media concept and single activities. For the monitoring and controlling purposes, SMEs are recommended to use free tools offered by social media channels.