SMM Strategy for a marketing company

More companies nowadays understand the importance of social media marketing and the opportunities it provides for business. However, only a few companies use social media channels to their full potencial. Promotion on social media is not a lear-cut proccess, as we are often led to believe. It involves planning, research and specialized competence. Most importantly, it starts with a good social media strategy (SMM) strategy. This thesis is commisioned by Media Price Ltd, a marketing communications agency, based in St Petersburg, Russia. Media Price specialises in the management of marketing budgets, media buying and advertising. However, SMM is a new field for the company, and they could benefit from an outside perspective on the issue. This is a procedural, product-oriented thesis. The outcome of this work is to create an SMM strategy for the company. The developmental steps of the strategy define the structure of my thesis, theory and empirical data are presented with zipper method. The objective of the research was to define, explain and plan an SMM strategy for the commissioning party, to be utilized in a successful kick-start of their social media activities. Appropriate advice and insights on the matter are given in the thesis. The theoretical background gives an overview of the fundamental terms and practices of SMM; empirical data are collected and analyzed to justify my decisions and choice of stra-tegic actions. These empirical data are collected through the company’s website, social media accounts and personal interactions with a Media Price marketing analyst. In addition, I applied previous observations and knowledge. In my research, I use qualitative methods to analyze data, specifically content analysis and observations. This thesis covers the following subjects: corporate objectives, competition analysis, target-ing, social media mix and social media metrics