Titel: Guide till sociala medier: Som tillämpning i marknadsföringsstrategin för Mentens AB Författare: Linda Söderholm, Hanna Åman Handledare: Finn Wiedersheim-Paul Kurs: Kandidatuppsats, 15 hp Ämne: Företagsekonomi Syfte: Syftet med studien är att hjälpa Mentens AB, ett litet B2B företag utan klar slutkonsument, att börja använda sociala medier och tillämpa dem på ett fördelaktigt sätt som ett verktyg i sin marknadsföringsstrategi. Metod: Studien är baserad på kvalitativ forskning genom en intervju med företaget Mentens AB, ett litet företag med önskemål om vägledning till sociala medier. Teorier: ”Varför sociala medier och vad företag bör beakta innan implementering”, ”Företagsbloggar som verktyg till att bygga relationer och stärka varumärket”, ”Att marknadsföra företagets kunskap genom YouTube”, ”Att ”skapa professionella nätverk med LinkedIn”, ”Dela kunskap genom SlideShare” och ”Hantering av rykten med hjälp av sociala medier”. Slutsatser: Företag idag har inte råd att undvika sociala medier utan måste tillämpa dem som ett verktyg i deras marknadsföringsstrategi. Mentens AB ska vara medvetna om fördelarna och nackdelarna med sociala medier. För att utvecklas måste de ta del av medierna och göra det rätt. Det är lämpligt att använda benchmarking för att hitta rätt sociala medier för företaget. Sociala medier är passande för B2B företag då de handlar om att nätverka och nå ut med sin kunskap. Det är viktigt att ha ett mål och en strategi hur företaget ska gå tillväga med sociala medier och bygga plattformar för att företaget ska kunna visa upp en ärlig bild av sig själva. Vår studie har visat att ryktesspridning sker vare sig företag har en aktiv närvaro på internet eller inte. De sociala medierna ger företaget möjligheten att genast kommentera rykten och annan skadlig information innan det urartar samt optimerar sökmotorerna genom att sprida positiv information om företaget. Nyckelord: Sociala medier, marknadsföring, företagsbloggar, YouTube, SlideShare, LinkedIn, småföretag, ryktesspridning, Business-to-Business, B2B, sökmotorsoptimering. / Title: A guide to social media: As an additional tool in the marketing strategy for Mentens AB Authors: Linda Söderholm, Hanna Åman Advisor: Finn Wiedersheim-Paul Course: Bachelor Thesis, 15 ECTS Subject: Business administration Purpose: The purpose of this study is to help Mentens AB, a small business-to-business (B2B) company without a clear end consumer, to start using social media and implementing them as a tool in their marketing strategy. Theories: “Why social media and what businesses should consider before implementation”, “Corporate blogs as a tool to build relationships and strengthen the brand”, “ To market the businesses knowledge through YouTube”, “Creating a professional network with LinkedIn”, “Sharing knowledge through SlideShare” and “Dealing with rumors using social media”. Method: The study is based on qualitative research through interviews carried out with the company Mentens AB, a small company with a desire for guidance in social media. Conclusions: Companies need to be aware of the pros and the cons of social media. For Mentens AB to evolve they need implement them and use them right. It is suitable for companies to use benchmarking in order to find the appropriate social media. Social media is suitable for B2B companies as they are used for networking and the spreading of knowledge. It is important to have goals and a strategy for how to do this and build platforms in order for the company to show an honest image of themselves. Our study has shown that spreading of rumors will happen regardless of a company having an active presence online or not. Social media gives the company an opportunity to comment on rumors and other harmful information immediately before it escalates and optimizes the search engines through the spreading of positive information about the company. Companies today cannot afford to avoid social media and instead must implement them as a part if their social media strategy. Key words: Social media, marketing, business-to-business, B2B, YouTube, SlideShare, LinkedIn, small businesses, spreading of rumors, business blogs, search engine optimization.

Η παρούσα διπλωματική εργασία έχει ως αντικείμενο αφενός την μελέτη και επισκόπηση των υπαρχόντων κοινωνικών δικτύων και την καταγραφή των πληροφοριών που παρέχουν, αφετέρου δε την ανάπτυξη μιας εφαρμογής κοινωνικής δικτύωσης, η οποία θα αποτελείται από δύο μέρη.Το πρώτο μέρος έχει την μορφή ενός tutorila των APIs τεσσάρων μεγάλων κοινωνικών δικτύων: Facebook, Twitter, Linkedin, Google Friend Connect. Το δεύτερο μέρος παρέχει στον χρήστη την δυνατότητα συνάθροισης και προβολής των δεδομένων του που προέρχονται από τα προφίλ του στα προαναφερθέντα κοινωνικά δίκτυα. / The scope of this thesis is firstly to study and review of existing social networks and record the information they provide, and secondly, to develop a social networking application which will consist of two parts. The first part takes the form of an APIs tutorial of four large socila networks: Facebook, Twitter,Linkedin, Google Friend Connect. The second part provides the user the ability to gather and display the data from the profiles of the aforementioned social networks.

At the beginning of the theoretical part, the diploma thesis deals with the concept of the human resources. In subsequent chapters characterize the progress of recruitment, together with internal and external sources of the workers, followed by the principle of selection of employees and the most common methods. The practical part consists of an analysis of current advertising options, complemented by questionnaires and verification of hypothesis. The goal of the thesis is to determine the current state of the use of social networks for recruitment and resolve whether they are able to replace the use of job portals. In terms of verification of the hypothesis was confirmed that there is no difference between recruiters who use social networks every day in personal life and those who use them several times a month. There was also confirmed that there was a statistically significant difference in the use of social networking HR aged 18-34 years and 35-54 years. The latest statistics confirmed the hypothesis that there is no difference in use of social networking for recruiters in large and small companies.

Without doubt usage of social media is increasing rapidly and globally in all levels of societies and organizations. Businesses of all shapes and sizes are embracing Social Media as an important marketing tool. Social Media provide many opportunities for non-profit organizations to increase their presence, impact, communication and efficiency. Many non-profit organizations lag behind in incorporating social media marketing into their daily operations. More than half of the non-profit organizations included in this study thought they could be more active on social media and declared they were in need of a social media strategy. Social media is challenging and establishes new hierarchies, cultures and responsibilities. Also, Social media demands time and interactive content which means you need to find new creative ways of looking at your organization’s communication. If no map is outlined for how social media marketing should be done how should the organization know how to coordinate in the world of digital marketing? This study therefore employed a content analysis of a non-profit organization’s social media marketing on Twitter, Facebook and LinkedIn. The study also includes a survey of how 17 non- profit organizations are utilizing the potential of the social media technologies to carry out their programs and services. Together with a theoretical framework and an interview with a Social Media expert this revealed eight important parts that should be included in a social media strategy. The eight elements are visually presented in a conceptual model as well as put in practice as a strategy with concrete guidelines for the non-profit organization Swedish-American Chambers of Commerce-USA. This report is an examination of the development of a social media strategy for a non-profit organization which resulted in a strategy to help strengthen the organization's voice online and illuminate the organizations reliability and aim.

In this diploma thesis I describe the instruments of recruiting and selection of the candidates which include the classic format of the curriculum vitae and also social networks like LinkedIn and Facebook The thesis is divided into theoretical part, which is based on books and other online sources, where you can find the definitions of personnel work and management, but also the definition of a worker his working performance and his motivation. The important part explains different ways of recruiting the candidates and the description of instruments which are used, especially the CV and social networks. Analytical part is based on the questionnaire research about the structure and content of the CV according to the point of view of the recruiters. The second part is based in the interviews with recruiters about the usage of the social networks. In the conclusion, there is a summary of the results from the analytical part.

The diploma thesis describes the issue of using social networks of a selected com-pany in marketing communication. The aim of the thesis is to analyze the current situation in the company and to suggest a new solution, the marketing tools, which the company can use in the future. The first part summarizes the issues of marke-ting communication, marketing and communication mix and social networks. The analytical part includes analysis of the internal and external environment, analysis of the competitive position of the company, as well as SWOT analysis. The final proposal then explores the communication channels currently in use and shows new possibilities for using communication channels along with the expected costs.

Spurred by the rapid influence of social media in the news industry, an increased number of TV news stations have started assigning dedicated social media journalists (SMJ) in newsrooms to monitor, gather, verify, share news, and engage with audiences on the streams of social media. Consequently, drawing on the diffusion of innovation theory, the present study probes into TV journalists’ perceptions of the implications of the role of this new type of TV professionals in the identity and profession of journalism, the quality of news pertaining to the verification of misinformation, and the news audiences’ attractions and viewership by capitalizing on audience engagement affordances. Moreover, based on an online survey delivered primarily via LinkedIn to a broad spectrum of TV journalists consisting of broadcast, website, and social media journalists in three varied regions of the world—the U.S, Western Europe, and the Middle East—the study demonstrates some concerns about the effects on the code of ethics of journalism. However, most of the surveyed journalists believed that the role of social media journalists SMJ is consistent with the general principles tethered to the professional identity of journalists. Additionally, the study underlines the weight of this role to verify information gleaned from social media before being used in TV news and asserts the significance of engaging with TV audiences to increase the news viewership and enhance their attractions. Accordingly, the study argues that espousing the role of SMJ has become an inevitable fashion in social media-embedded newsrooms. However, the research documents that many TV news channels have broadcast misinformation spread on social media. Furthermore, it unfolds that far less attention has been paid in many TV newsrooms to the potentially positive and beneficial utility of the role of SMJ concerning audience engagement. It signals that a lack of time, tools, strategy, and training causes the dilution of the role quality of SMJ, thereby suggesting that news channels can aggressively tap into this role if these obstacles are conquered. Finally, since research on this concern is still scant at its initial stage, the study shows some venues for future studies in this direction.

In the current digital era, social media has become an important element in the business world. Several theoretical studies have addressed the use of social media platforms in business operations. In this study, we tried to understand LinkedIn’s role in entrepreneurs’ effectuation processes by conducting 11 semi-structured interviews with (co-) founders in early stage startups across different industries in Sweden. Our research found that entrepreneurs utilized LinkedIn as one of their available means and used it extensively in their day-to-day business activities. LinkedIn helps entrepreneurs expand their networks and start partnership with people across border. LinkedIn also acts as an important source of information for early stage startups’ founders to be aware of what is happening in the industry and to be in control towards the shifting market. This thesis opens the door for future research to address the connection between social media platforms and entrepreneurs’ effectuation processes. This study can also trigger more entrepreneurs to adopt LinkedIn in their business operations.

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Women account for half of a country’s potential talent base and numerous studies have shown that women’s participation in the workplace provides the nation with considerable competitiveness. Yet, despite an increasing breadth of educational and work opportunities, research has shown that women are more unhappy than they were in the 1970s. Some women, however, have made the successful and determined effort to seek fulfillment by voluntarily leaving an organization, pursuing their personal vision, and transitioning to their desired reality. This qualitative case study explored how 24 college-educated women learned to recreate their careers and find personal fulfillment. The purpose of this study was to understand how some women voluntarily left secured positions and how they applied the concept of a personal vision to transition to what was for them, a new desired reality. Personal vision is defined by Boyatzis et al. (2019) as an expression of an individual’s ideal self, expressing someone’s aspirations, dreams, and ambitions. The sample was a purposeful one. The primary method of data collection was participant semi-structured interviews. The second source of data was a group of six women with a personal vision who had not yet made the transition to their desired reality. The third source of data was document review, including CVs, LinkedIn, and social media accounts for cross-reference checking. The data was initially coded by research questions and the findings were coded by behavioral categories derived from the Conceptual Framework. Four conclusions emerged from the analysis. These include confirmation that women need to be motivated in order to achieve personal fulfillment, personal issues must be reconciled before women can begin their transition from an established situation to their desired reality, informal learning methods are key in helping women make their transition, and transitioning to a desired reality is unlikely without the support from others. Several recommendations for future research as well as recommendations for individuals, coaches, HR Practitioners and women’s networks and organizations are offered.