How To Create a Social Media Strategy For an Event Management Company

This thesis focuses on the preparation process of creating a social media marketing strategy for an event management company that does not have a marketing manager. Maximillion Events, the commissioner, is a small company with big business, based in Edinburgh, United Kingdom. The goal was to help the employees work on their social media communally and to give them a better understanding of the different platforms. For theoretical framework, the process of creating a social media marketing strategy is studied along with the nature of social media, with the help of industry literature. The SOSTAC® planning model was also studied to create a frame for the strategy. Different social media platforms are explained, with the main focus on Facebook and Twitter as they are the most important platforms for the company at present. The basis of this thesis was an extensive analysis into Maximillion’s main competitors. The analysis includes both a quantitative and a qualitative part, where the competitors’ actions, behaviour and success are studied. As well as an analysis, this thesis also includes an end product in the form of a guidebook. The guidebook explains the most important platforms in layman’s simple terms, to make it easier to understand and act upon. The guidebook includes terminology, general tips of what could or should be posted and what the different platforms can be used for. This thesis was created with a relatively slow schedule, the whole process taking about a year, beginning in July 2015. The result of this process is a more extensive knowledge on Social Media Marketing for both the author and the commissioning party. It gives the com-missioner relative means to create a more extensive strategy when they have the needed resources