Social Media Marketing as a strategic growth driver for STN Cerámica in the segment B2B

Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and social networks. In social networks, the demand of users is not limited to personal communication but also includes online business. Having effective Business to Business (B2B) Social Media Marketing strategies (SMM), business entities can promote their brands and target consumers. This study introduces the essence of the SMM and the criteria for its evaluation. The analysis conducted in this study shows how relevant is the development of effective SMM strategies for B2B. A representative of the ceramic industry, the company STN Cerámica is taken as a case study. The current SMM strategy of the company is analyzed. As a result of this study, a set of strategic recommendations for STN Cerámica on the development of improved SMM strategies and its potential for business growth are introduced. Also, the recommendations on the usage of tools and methods in the B2B market to improve SMM strategy of STN Cerámica are presented. This paper is a summary of the SMM as a concept with evidence of its relevance and effectiveness for the B2B segment. Therefore, it may well serve as a source for those who want to learn more about SMM, and this work can also be a convincing example of any business that considers developing its SMM strategies