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.