Marknadsföring via sociala medier : Hur företag strategiskt använder sociala medier som marknadsföringsverktyg

The purpose of this paper is to contribute to greater understanding and insight into how for-profit companies use social media as a communication tool. The aim is also to examine if marketing through social media is strategically planned and if results are measured. Through this study, the authors were able to conclude that the majority of companies that participated lack knowledge about the use of social media in a beneficial and strategic way. Any written strategy or plan does not exist within the companies, while an oral occur to some extent. Serious measurement tools are only used by one of the companies that buy this as an externally service.