Social Media Strategy for small business : Bakerika

This project-based thesis is aimed to research the social media marketing, its structure and planning tools and implement it in social media plan for Bakerika, café and catering company. The social media Marketing plan is developed based on PRSmith’s SOSTAC model. The goal is to implement the SOSTAC model in analysis of the company’s marketing and the strategy plan- ning in order to improve social media performance of the commissioner. The commissioning party is Bakerika, a small business owning a café and offering catering ser- vices. Bakerika is a brand of Erika Poussa and she is the presenting the brand both offline and online. Erika bakes and organises catering services, and takes part in sales in the café located in Helsinki, Punavuori. The company is presented on several social media platforms, where the main character’s role is taken by the business owner Erika, and her business organisation pro- cesses, own life and inspiring story are generously shared with the audience. Theoretical part of the thesis is studying social media marketing, analysing its advantages and challenges and explaining why it is widely used nowadays. Content marketing is a major part of social media marketing and is studied in this thesis along with consumer-generated content and content creation. SOSTAC model is also studied in this project and it is implemented in the case company’s social media. The final outcome is presented in a form of both theoretical and practical data. The PR Smith’s SOSTAC model will be used in marketing strategy planning for the commissioning party. The result includes a content plan, ready-to-use edited and created content in a form of videos and photos, the action plan and a total analysis of the commissioning company’s current social me- dia performance