Social Media Marketing Plan for a non-profit organization. Case company: Erasmus Student Network

The Internet is vital in people's lives as well as business nowadays. In fact, social media marketing is considered one of the most effective ways of advertising and an essential tool to build up a reputation online. This product-based thesis was commissioned by ESN Helga, a non-profit student organization in Helsinki, Finland. The need for this thesis stems from the fact that the organization's current marketing activities are unplanned and spontaneous. The main objective of the thesis was to create a social media marketing plan. The knowledge base of the thesis covers the concept of social media marketing, its benefits for businesses, the most popular platforms and current trends as social media marketing is rapidly changing. The social media marketing frameworks were studied and the most suitable for the case company was chosen and described. By analyzing the current online performance of the case company, combining it with the gained knowledge and adapting practices from other organizations, the social media marketing plan was created. It includes social media audit, practical recommendations and improvements, tactics and different tools that will help to improve the performance