Författare: Damaris Chauca Palma och Mikaela Svensson Handledare: Docent Richard Afriyie Owusu Examinator: Professor Bertil Hultén Fakultet: Ekonomihögskolan vid Linnéuniversitetet Program: Civilekonomprogrammet med inriktning marknadsföring Kurs: Examensarbete i marknadsföring för Civilekonomprogrammet, 30 hp. VT 2017. Examensarbetets titel: En strategi som engagerar. Forskningsfråga: Hur bör B2B företag använda sociala medier för att skapa kundengagemang? Hur bör innehållet i sociala medier utformas av B2B företag för att skapa kundengagemang? Syfte: Uppsatsens syfte är att ge förslag till en social mediestrategi som kan användas av företag inom B2B för att skapa kundengagemang i sociala medier. Studien syftar till att bidra med kunskap om hur B2B företag bör använda sociala medier för att skapa kundengagemang i sociala medier samt förse Höganäs AB med kunskap om hur de bör använda- samt vilket innehåll de bör publicera i sociala medier. Metod: Studien har karaktären av en fallstudie med Höganäs AB som utgångspunkt. Genom en kvalitativ metod och med ett induktivt angreppssätt har data insamlats genom semistrukturerade djupintervjuer. Resultat och slutsats: Företag inom B2B bör använda plattformarna LinkedIn och YouTube och eventuellt Instagram. Plattformarna bör uppdateras i enighet med deras karaktär samtidigt som hänsyn tas till inläggens kvalitet. Företag bör planera hur ofta plattformarna ska uppdateras likväl som de bör kombinera social media med traditionell media. Höganäs ABs innehåll i sociala medier bör fokusera på kvalitet, kostnad och miljö då det är innehåll som har möjlighet att skapa kundengagemang inom bilindustrin. Teoretiskt och praktiskt bidrag: Studien bidrar med teoretiska kunskaper om hur kundengagemang hos B2B företag kan skapas genom rätt användning av och rätt innehåll i sociala medier. Studien bidrar även med praktiska implikationer till Höganäs AB om hur de bör använda sociala medier samt vilket innehåll de bör publicera i sociala medier för att engagera närmare kunder samt OEM företag i sociala medier. Nyckelord: Business-to-business, sociala medier, kundengagemang, social mediestrategi / Authors: Damaris Chauca Palma, Mikaela Svensson Supervisor: Docent Richard Afriyie Owusu   Examiner: Professor Bertil Hultén Faculty: School of Business and Economics at Linnaeus University Programme: Business Administration and Economics Programme Course: Degree Project in Marketing, 30 credits. Spring 2017. Name of report: An engaging strategy. Research questions: How should B2B companies use social media to create customer engagement? What content should B2B companies use in social media to create customer engagement? Purpose: The purpose of this thesis is to give implications for a social media strategy that can be used by B2B companies to create customer engagement in social media. The study aims to provide knowledge on how B2B companies can use social media to create customer engagement in social media. The study also aims to provide knowledge on how Höganäs AB should use social media and the content that they should post to create customer engagement in social media. Method: This case study is based on Höganäs AB and has used a inductive approach. Furthermore qualitative methods have been used and data has been collected through semi structured interviews. Results and findings: B2B companies should use LinkedIn, YouTube and possibly Instagram.  These platforms should be updated frequently based on the characteristics of each platform. Companies should form a plan which indicates how frequent every platform should be updated and integrate traditional marketing with social media. Höganäs AB should create social media content that highlights quality, costs and environmental aspects to engage their customers within the automotive industry. Theoretical and practical contributions: The study contributes to increased knowledge on how social media can be used by B2B companies and knowledge on which content that should be published on social media to create customer engagement. Further the study provides Höganäs AB with practical implications regarding how the company should use social media and the content that they should publish on social media to engage both their closer customers and OEM’s in social media. Keywords: Business-to-business, social media, customer engagement, social media strategy

Musikindustrin ställs idag mot en utmaning när innehåll på sociala medier ses utan ljud, vilket kan ha en negativ inverkan på effektiviteten av budskap och annonsering. Denna studie har undersökt hur marknadsförare inom den svenska musikindustrin förhåller sig till ljudlös uppspelning av rörligt innehåll på sociala medier och vilka strategier de använder för att nå ut med rörligt innehåll på sociala medie-plattformar. Fem marknadsförare inom svensk musikindustri deltog i kvalitativa intervjuer. Tre av respondenterna representerar arrangörer för liveevent och två respondenter representerar skivbolag. Resultatet visade på varierat förhållningssätt till fenomenet om ljudlös uppspelning. Några marknadsförare såg på ljudlös uppspelning som problematiskt, medan några inte såg ljudlösa förhållanden som ett problem. En möjlig förklaring kan vara ökad användning av ljudbaserade plattformar, såsom TikTok. Resultaten identifierade ett flertal strategier relaterade till ljud i rörligt innehåll på sociala medier. De flesta instämde med strategier som identifierats i tidigare studier och källor, medan ett fåtal kunde betraktas som ett nytt tillägg till det nuvarande kunskapsläget. Studien bidrar till befintlig forskning om ljudlös reklam och musikmarknadsföringsstrategier i sociala medier. / The music industry faces challenges when content on social media is consumed without sound, potentially making messages and advertising less effective. This study examined how marketers within the Swedish music industry relate to soundless video play on social media, and what strategies they use relating to sound on social platforms. Five marketers within the Swedish music industry participated in qualitative interviews – three of the participants work at concert and event organizers and two participants work at record labels. The interviews showed varied approaches to the phenomenon of soundless videos. Some marketers regarded muted conditions as problematic, whereas some did not consider soundless play an issue. A possible explanation might be the increased utilization of sound based platforms such as TikTok. The results identified several strategies relating to sound in video marketing on social media. Most concurred with strategies identified in previous studies and sources, whereas a few could be considered a new addition to the current state of knowledge. This study contributes to research on soundless advertising and music marketing strategies in social media.

This study started off during the spring of 2017 and had the goal of with the aid of a competitive analysis create a new social media strategy for the company Spree. During the last years, digitalization has grown increasingly and has become more integrated in our society. Together with the digitalization, the use of social medias has increased, both for personal use and for business use. For companies, the use of social medias is still relatively new, so a designed and developed social media strategy can be crucial for a company to reach out in the right way and to the right target group. This study show that a well-designed social media strategy can be created with the aid of a competitive analysis together with a deeper analysis of the company’s own social medias. The analysis of the company’s own social medias helps to illustrate the current flaws that exists, while the competitive analysis assist in finding relationships that can help the company get an apprehension of what their main focus should be on. / Denna studie borjade under varen 2017 och hade som mal att med hjalp av enkonkurrensanalys skapa en ny sociala medier-strategi for foretaget Spree. Under desenaste aren har digitaliseringen vaxt allt mer och blivit mer integrerad i vartsamhalle. Tillsammans med digitaliseringen har aven anvandningen av socialamedier okat, bade for den enskilda individen samt for foretagen. Men att anvandasociala medier for foretag ar fortfarande relativt nytt, sa att ha en utformad ochvalplanerad sociala medier-strategi kan vara avgorande for att na ut pa ratt satt ochtill ratt malgrupp. Denna undersokning visar att en val utformad sociala medier-strategi kan skapasmed hjalp av en konkurrensanalys tillsammans med en djupare analys av foretagetsegna sociala medier. Analysen av det egna foretagets sociala medier hjalper till attbelysa de nuvarande brister som finns, samtidigt som konkurrentanalysen bistar tillatt hitta samband som kan hjalpa foretaget att fa en uppfattning om vad de borfokusera pa.

Introduction In this study, we have explained the complexities of social media, as it is still a relatively unexplored area. With the rapidly growing use of social media in recent years, companies have chosen to establish themselves in social networks to advertise themselves and communicate with their customers. In this study we analyze IKEA Sweden and their use of social media on the national market, where focus lies upon IKEA Sweden Facebook-page. The study intends to find out how the company uses social media as a marketing and communication tool and also analyzes the relations and conversations that occur on the Facebook-page.   Purpose and research questions The purpose of the study was to gain a deeper understanding of how a large Swedish company as IKEA has chosen to use social media and how it's perceived by them. We also intended to find out how IKEA Sweden uses social media in their daily work and how the company communicates through this media channel. The research questions for this study were: how does IKEA Sweden use social media and in what purpose? How does IKEA Sweden want their communication on Facebook to look like and how do they really communicate? What are the employees at different levels view of the company's use of social media? How do they see the development of social media, in general and for the company?                       Methodology We are using semi-structural interviews and text-analyzing as qualitative methods. We chose to do a text-analysis of IKEA Sweden's Facebook page where relationships, interactions, intertextuality and coherence where viewed upon. Semi-structured interviews have been used with five respondents who therefore represented IKEA Sweden in this study.   Theoretical perspective We present a number of different theories to give the reader a greater insight into the relationship between scientific media theories and its application in how companies communicate through social media. To further enhance the reader's understanding of the material presented in this study we describe how we attach these theories to this study and why we found them relevant.   Conclusions IKEA Sweden has a vision to strengthen relations with their consumers and to market themselves on Facebook. They want to create an image of themselves as transparent, available and honest in the dialogue and managing feedback from their consumers. IKEA Sweden use social media as a supplement to tradition marketing and consumer service. We have been able to discern certain awareness in our respondents of the fact that companies are increasingly encroaching on their consumers' private spaces, which may affect the company's presence in social media in the future.

Covid-19 pandemin skapade många begränsningar i det fysiska mötet för företag i Sverige. Problematiken för de företag som inte kunde erbjuda sin produkt på samma sätt digitalt var det som skapade ett intresse att genomföra denna studie. Många företag fick göra ett skifte och fokusera mer på de digitala verktygen under den här tiden. Därför valde gruppen att fördjupa sig i hur företag på Instagram arbetar med sitt innehåll för att skapa engagemang. Frågorna som besvarades togs fram med syftet att skapa en uppfattning kring vilken av de tre framtagna inläggs kategorierna som skapar högst engagemang, rationella inlägg, interaktionella inlägg eller transaktionella inlägg. Samt hur innehållet på Instagram kan förändras beroende på om det fysiska mötet är begränsat eller ej.En kvalitativ fallstudie på Liseberg genomfördes i form av dokumentanalys på företagets Instagramkonto. Resultatet kopplades därefter samman med den tidigare forskningen inom engagemang, digital marknadsföring, sociala medier marknadsföringsstrategi och Social Exchange Theory. Studien är avgränsad till att endast mäta engagemang baserat på gilla-markeringar och kommentarer. Vikten av att ett företag behöver engagemang för att vara konkurrenskraftiga klarläggs samt relevans att företag finns på sociala medier. Resultatet visade att de transaktionella inläggen hade betydligt högst engagemang, men även att de interaktionella inläggen skapade högt engagemang. Förslagsvis borde företag under perioderna de har nedstängt fokusera just på dessa två kategorier som uppmanar till att skapa engagemang i form av gilla-markeringar och kommentarer. Studien visade också hur Liseberg anpassade mängden samt innehållet av deras inlägg under de olika perioderna för att hålla sig aktuella med vad besökarna efterfrågade. Studien är skriven på svenska. / Covid-19 pandemic created a lot of limitations for companies when it came to the physical meeting. The problem that occurred when companies no longer were able to offer their product in reality created an interest in this study. Many companies had to make a shift and focus more on digital tools during this time. Therefore, this group chose to dive into how a company on Instagram works with their content to create engagement. The questions that were answered were developed with the aim of creating knowledge about which of the three developed post categories create the highest engagement, rational posts, interactional posts or transactional posts. As well as how the content on Instagram may change depending on whether the physical meeting is limited or not.A qualitative case study on the amusement park Liseberg was carried out in the form of document analysis on @Lisebergab Instagram. The result was then connected with the previous research on engagement, digital marketing, social media marketing strategy and the Social Exchange Theory. The study is limited to only measuring engagement based on likes and comments. The importance of companies needing engagement to be competitive is clarified, as well as the relevance of companies being on social media. The transactional posts received the highest engagement, but it was also shown that it is not financially sustainable to focus on this too much.The results showed that transactional posts had the highest engagement, but also that interactive posts created high engagement. It is suggested that companies during periods of shutdown should focus on these two categories that encourage engagement in the form of likes and comments. This study also showed how Liseberg adapted the amount and content of their posts during different periods to stay current with what visitors demanded from the company. Following will this paper be written in swedish.

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Title: Recycling, society and social media: a qualitative case study of a municipally-owned company’s Facebook communication. The aim of the study has been to, through a case study of a company’s Facebook communication create understanding for how the medium may be used as communication channel in order to achieve effective, engaging communication with the company’s Facebook followers. The company Stormossen is a municipally-owned waste disposal company located in Kvevlax, Finland. The study uses a mix of the theoretical perspectives intentionalism and hermeneutics, in that its aim is to look at both sides of the communication process - the sender and the receiver - thus gaining a comprehensive picture of the research problem. The theoretical frame is made up of theories on new media logic and social media, participation, communication strategies and social communication. Two methods are applied in the case study, an informant interview with a key person at the company and a qualitative content analysis of the company’s official Facebook page. A total of 133 status updates were selected for analysis, mainly focusing on examining the content, mode of communication and the followers’ interaction and communication on the page. The main results of the study have shown that the company has not fully adapted to the new media logic in their Facebook communication. The communication strategy used is mainly an inside-strategy with emphasis being placed on organizational targets and the one-way distribution of information about the company and its services, with limited attempts to involve and initiate dialogue with the followers. These findings are in line with earlier research on how companies use social media. The company also has an unclear picture of who their followers are and why they would be interested in interacting with the company on Facebook. The followers on the other hand are mainly passive, and their motive for communication can be explained with the need for self-presentation. In order to create content and communication that the followers find relevant and want to interact with and share, the company has to actively work to adapt more to the new media logic. Facebook should be used both as a way of making information available but also for networking with and inviting followers to participation and dialogue, thus making themselves useful to the followers in order to build a good reputation and effective communication. Key words: Social media, Facebook, web 2.0, social communication/social marketing, civic information, communication strategy, social media-strategy, new media logic, participation, communication model, case study, qualitative study, Stormossen, municipally-owned company

<p>The prevalence of social media in political campaigns are changing the face of politics in the United States and abroad. The rapid pace at which this change is occurring demands inquiry into the previously unexplored area of unconventional political campaign messaging practices on social media. Investigation of Donald Trump’s use of tweets as rhetorical strategy in the discursive space of Twitter during the 2016 U.S. presidential campaign revealed a bypass of traditional media and its source verification processes. This circumventing of mainstream media channels facilitated Trump’s deployment of an unchecked ‘broken system’ narrative alleging government corruption</p> <p>and a rigged system. Trump’s tweet discourses tapped into existing feelings of disenfranchisement and disaffection felt by a self-identified politically marginalized segment of society. This study</p> <p>investigates how social media use in political campaigns can serve as a public sphere for contestation of social and political norms. An interdisciplinary theoretical frame comprised of Feenberg’s critical theory of technology, McLuhan’s media ecology, Fraser’s counterpublic spheres, and Iser’s implied reader offer new understandings about the power of anti-establishment discourses and a hybrid discursive space to destabilize governing institutions and redefine social and political identities. Study of Trump’s tweets as rhetorical strategy granted insights into the social and political capacity of alternative truth to undermine the political process. Further, it uncovered the power of social media to awaken and leverage existing political identities for personal political gain.</p>

Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed. During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics. In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing. It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing. / Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.

Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed. During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics. In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing. It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing. / Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.