Social Media Marketing for Afro-Asia Shop

This product oriented thesis was conducted for a shop located in Porvoo called Afro Asia. The creation of a social media marketing handbook as well as setting up social media accounts was a necessity for the commissioner to help them plan and run future marketing campaigns. Therefore, the aim of this thesis was to create a social media marketing handbook for the commissioner. The thesis also discusses on the process of setting up social media accounts to finishing the handbook for the commissioner. Furthermore, the social media set up includes execution of marketing campaign on Facebook Business Page and Instagram Business Page. The information acquired in the theoretical section was used to develop a social media marketing handbook. The theoretical framework defined the social media marketing concepts which included Facebook and Instagram. In addition, this section defines how and why social media marketing channels are created for businesses and why they are vital for SMEs, in this case it is for commissioning shop Afro Asia. Such concepts have helped in creation of Facebook and Instagram accounts and then implementing a social media campaign for Afro Asia shop. Thus, gave an opportunity to analyse the valuable insights from the results of the campaign leading to the creation of the social media marketing handbook. The methodology adopted in this thesis included a qualitative approach as well as a step to step process of creating a Facebook and Instagram account and implementing a marketing campaign. To understand the customers and how they want to be communicated with, semi structured interviews were conducted which consisted of 11 open ended questions and in total 10 people participated in the interviews and these participants are Porvoo residents. Facebook and Instagram accounts as well as a social media marketing handbook were created and handed to the commissioner at the end of the thesis. As a result, Afro Asia shop will be able to reach their customers via social media as well as have a handbook that will guide them for their future marketing campaigns on Facebook and Instagram