This bachelor thesis is an approach about how to reach fans and create brand awareness by selectively using social networks and content displayed after detailed research about the target audience and their content preference. Hockey Mafia recognized the importance of social media presence to gain followers and community members who promote the idea of giving back to children who cannot afford ice hockey membership or equipment. The main objective of this project is to create and implement a community building concept for the socially responsible brand, the Hockey Mafia Company.

Surveys, interviews and a social media testing phase were conducted to develop the digital and CSR content management approach to optimally meet the goals of the Hockey Mafia Company. Moreover, the survey established the appropriate target audience and communication channels. Three interviews were conducted to acquire marketing content to do craft cause promotion posts for the socially responsible brand Hockey Mafia. Finally, different marketing strategies and contents may be promoted to determine the marketing material popular among followers.

Through the determination of the target audience two key social media channels (Instagram and Facebook) could be chosen, content that interested the audiences could be crafted and this selected promotional material tested. The two-week experiment has shown that cause promotion, filler posts and fund allocation stories are best perceived by consumers. Furthermore, the application of the PESO-model implies the necessity to strive for paid, earned, shared and owned media. Exact assumptions about the number and kind of content of posts and stories could be made, necessary to maintain and increase the number of followers for the socially responsible brand (community building). The development of the website is necessary: linking the online shop to Facebook and Instagram that consumers can directly buy products from the website. Overall, recommendations about outsourcing the content plan, its costs and an action plan for the next 12 months were developed to maintain the acquired social media presence. The bachelor thesis offers Hockey Mafia an approach to increase profit and brand awareness through social media marketing based on community building, cause promotion and targeting the audience identified specific channels.