OPPORTUNITIES OF SOCIAL MEDIA MARKETING FOR A GAME COMPANY OPPORTUNITIES OF SOCIAL MEDIA MARKETING FOR A GAME COMPANY

The commissioner of this thesis Fantastec is developing a virtual game world for children called Polar Heroes. The objective of this thesis is to develop a social media marketing plan covering message plan and tactical plan, as social media is becoming more and more popular in business use as it is in consumer use. The commissioner does not have established presence on social media so far and there is no plan for it, therefore in this thesis a plan is constructed based on the theoretical framework. The theoretical framework consists of marketing theories and social media marketing theories provided by the experts on those fields. The theory first discusses marketing and marketing communications principles and then the phenomenon of social media and its usage as a part of marketing activities. The research methods are qualitative in nature. Desktop research was ap-plied when the theoretical background was conducted. The outcome of this thesis is a social media marketing plan. As a result this thesis provides the commissioner with a plan to add social media to their marketing activities. This thesis suggests that it is important for the commissioner to utilize social media in their marketing in order to en-gage their audience as well as interact with them and convert new customers. In addition, thi