For better arguments! Social media concept for ArgYou.com

Social media is a part of the overall communication activities of a company. The constantly changing field offers great opportunities for companies to develop long-term relationships with its audience, to improve their brand image, and to stay on the overall market presence. Disadvantages occur when social media is applied without any strategic plan. The outcome can result in no customer engagement, limited sales, or even losses in invested capital

Gröflin, Samuel, 2018

Art der Arbeit Bachelor Thesis
Auftraggebende ArgYou AG
Betreuende Dozierende Jiang, Yufan
Keywords corporate communication, social media concept, keyword analysis, social media channels, word of mouth marketing, content marketing, content management, influencer marketing, publish frequency,
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ArgYou.com is one of many companies to not properly implement a social media plan. The purpose of this paper is to create a social media concept for the company.
On the basis of the FHNW-model of the integrated communication management, with in-depth focus on the ideal frequency rate for publishing content on the social media channels and a detailed keyword analysis which support and enhance the attractiveness of the published content, a social media plan is developed. The methodology applied is a combination of secondary literature and primary analyses. The theoretical background covers social media, its channels and concepts, marketing techniques, and other topics supporting the overall objective. For the primary analyses, ArgYou's internal software offers testing of the material found in the literature.
The found results present nine main channels for ArgYou to follow. The checked keywords also give a clearer picture of their popularity and usage in Switzerland. The results from the analyses are applied in the overall concept for ArgYou's customized social media plan.
Studiengang: Business Administration International Management (Bachelor)
Vertraulichkeit: vertraulich
Art der Arbeit
Bachelor Thesis
Auftraggebende
ArgYou AG, Baar
Autorinnen und Autoren
Gröflin, Samuel
Betreuende Dozierende
Jiang, Yufan
Publikationsjahr
2018
Sprache der Arbeit
Englisch
Vertraulichkeit
vertraulich
Studiengang
Business Administration International Management (Bachelor)
Standort Studiengang
Olten
Keywords
corporate communication, social media concept, keyword analysis, social media channels, word of mouth marketing, content marketing, content management, influencer marketing, publish frequency,