Sociala verktyg på en digital marknadsplats : Ett ramverk för användning av sociala medier i marknadsförings- och PR-syfte

Abstract Digital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ́ success. In this essay I attempt to come up with a framework of strategies for how social media can be used in an effective way for marketing and PR. In order to accomplish this, I perform a quantitative study of how a dinner-kit company called Middagsfrid and their customers use the interactional features of Facebook. Finally, I present a framework of strategies for how social media can be used for marketing and PR. The study conducted in this essay shows that it is important for companies to be active when communicating through social media and to explicitly seek interaction from the customers in order to have some control over the message that is being sent out. Furthermore, it shows that if a company wants to be a part of the social media-scene it is of great importance to do so wholeheartedly and with a plan.