Social Media Marketing Strategy for a Finnish Professional Beauty Brand in Germany : Case: Scandinavian Skin Candy

In today’s dynamic world the role of social media is growing rapidly and popular social networks gain new users daily. However, not only private users profit from the convenience of social media, it also serves as a powerful marketing tool for the enterprises, regardless of their size. Nowadays active online presence plays a crucial role for companies, which aim to create and implement the most up-to-date strategies for their business.As a rule many small-sized firms do not have a clear social media strategy when they start being active online. The purpose of this paper so to help the case company Scandinavian Skin Candy to develop a social media plan in order to improve the sales performance and build long-lasting relationships with customers.The paper will focus on the German market, which is the target market of the assignor. The research approach for this paper is deductive and both quantitative and qualitative methods were used by the author in order to answer the research question. As a source of secondary data the researcher used literature and articles dedicated to the topic Social Media Marketing. Primary data was collected by conducting two interviews and launching an online survey. Based on the analysis, the researcher created a Social Media Marketing plan for a case company. According to the author’s findings, Scandinavian Skin Candy needs to focus on certain social media platforms, as well as to create content in German language and make regular updates of content. Moreover, It is significant for the case company to adapt to the needs and wants of the target customers and always maintain a dialogue with them in order to establish long-lasting customer relationships. As a final stage of research the case company is provided with a Social Media Marketing plan and recommendations about the implementation of a successful strategy