The well renowned dog waste disposal systems' company Robi AG does not have any active social media presence at present. However, as the importance of social media marketing is increasing, Robi AG is as well planning to include this into its current promotional strategies. Thereby it seeks to attract new customers, increase its brand awareness and to position itself as a leading company in the industry. The company operates on a B2B level, in which its main customers are communes. Therefore it aims to know the various social media platforms that are appropriate for its presence, the difference types of activities to be conducted on each of these platforms, the expenditures of these activities and finally the benefits and challenges associated with including social media into its current business.

There have been a number of procedures involved, in order to find an optimal solution for Robi Ag. These include a literature review on social media marketing, the benefits and challenges, the various platforms, and the social media framework developed by Professor Martina Dalla Vecchia. In addition, five expert interviews have been conducted with the customers of Robi AG, which have provided with an insight into the customer trends and needs. Based on the key findings of the interviews, two different personas have been created, according to which a customer journey has been defined. Furthermore, a competitor analysis and a best practice benchmarking have been carried out, in the light of all of which a social media framework for Robi AG has been developed.

Based on the main insights gained from the literature review, the expert interviews and the situation analysis, a social media framework has been developed for Robi AG. The key findings are that the appropriate social media platforms for the company are Facebook, Youtube, Instagram, LinkedIn and Xing. It is the best for the company to start with an active presence on Facebook, i.e. through regular posting of content, network building and monitoring. On the rest of the channels, it is recommended to create an initial presence, that is to create an account and post one or two content and monitor the kind of response from the users. A considerable amount of interaction on these channels would signal the company to also carry out an active strategy on these channels. Nevertheless, it is important to define a social media response scheme for a standard and timely reaction to users comments and a crisis management, in case of negative criticism or trolls. It is also vital to communicate the social media objectives to all the employees and to appoint a social media manager if necessary. Finally, regular monitoring of the social media activities is necessary in order to determine the type of strategy to carry out and to analyse if the results of the activities are aligned with the company's overall business goals.