Social Media Strategy. Case: Jolly Dragon Oy

The current thesis is a project-based thesis focusing on creating a social media strategy for an event organizing company Jolly Dragon Oy. The company doesn’t have any Marketing specialist who has necessary knowledge in social media marketing for implementing it into a marketing strategy. The objective of this thesis is to produce a guideline for creating and promoting an event in social media for employees of the commissioning company. Theoretical framework consists of theory of event marketing, social media marketing and creation of social media strategy. The main focus is made on Facebook as it is the most im-portant social media platform for the company although other platforms such as Instagram and Youtube are explained as well. Research methods include quantitative and qualitative analysis of main competitors’ activity in social media and desktop study. Thesis is based on the experience the author got during the internship in the commissioning company and knowledge got from the studying process. The end product is a guideline with the help of which every employee in the company will be able to create and promote an event in social media step by step. The guideline consists of general tips and actions of pre-event, during-event and after-event stages