The world today has successively been shrinking in terms of distance between us as individuals, globalisation and the increased digitalisation of our society have made information accessible and connectivity simpler and more profound. In conjunction with digitalising our lives, a new medium within the digital world has risen to such prominence that it is now a factor of constant influence upon us and our environment, social media. As a consequence, people have to a large extent become digital natives. This has led to firms and brands sensing opportunities within the medium and the utilisation of its different unique vehicles. In combination with practitioners increased interest and utilisation of social media from a business standpoint, business and marketing researchers have conducted increasing amounts of research on the area. Subsequently, the researchers of this paper identified the need for an increased understanding of social media marketing strategies, as further highlighted by other researchers in previous studies on the field of social media marketing. Thus, the purpose to contribute to an increased understanding of social media marketing and how this international medium, with its unique features and possibilities, could be used as a marketing tool by companies in their respective industry and market was formulated.  To provide the profound understanding stated, due to the complex nature of the matter at hand, an abductive approach was used and motivated for. The theories and concepts used for formulation of the questions in the operationalisation, for the semi-structured interviews, was presented from a broad to narrow structure under the literature review. Furthermore, the theories were summarised in the conceptual framework. The following analysis categorised and positioned the informants and their respective firms under four sub-concepts of the main concept of social media marketing strategies. These categorisations laid the foundation for the conclusion of the paper and the answering of the posed research question. The final chapter then concludes by stating the researcher’s recommendations and the presentation of an example of a possible model for the stages of utilising social media to its fullest extent. Finally, limitations and avenues for future research topics are presented and concludes the paper. The paper provides an increased and profound understanding of how four Swedish firms, in different sectors, utilise the same tool for digital marketing. We suggest that all firms active on social media for marketing purposes, should aim to adapt their marketing towards the full utilisation of all its features and possibilities. Furthermore, a process of adapting traditional marketing to the new form of social media marketing, utilising the mediums unique features and possibilities are subsequently discussed. A possible future model to describe this adaptation process are presented and further elaborated upon as one avenue for future research.

The use of social media in nonprofit professional membership organizations affects how leaders communicate with members, consumers, the community, and other stakeholders. The purpose of this qualitative multiple case study was to explore the social media marketing strategies that leaders in nonprofit professional membership organizations use to keep their organizations sustainable. Data were collected from 5 social media marketing leaders representing 5 nonprofit professional membership organizations in the Chicago region. Data collection occurred through semistructured interviews, review of organizational documents pertaining to social media marketing strategies, and review of the social media sites and websites of the participants' organizations. Rogers's diffusion of innovation theory served as the conceptual framework for this study. A thematic analysis of the data yielded 4 themes: social media platforms and engagement strategies, social media content, social media challenges, and brand awareness. Leaders of nonprofit professional membership organizations who want to gain a competitive edge by using the appropriate social media platforms, creating quality content, overcoming challenges, and increasing brand awareness might choose to align with the strategies identified in this study. The findings of this study could help organizational leaders use social media marketing strategies effectively for engagement and organizational sustainability. The implications for positive social change arising from the use of social media by leaders in nonprofit professional membership organizations include opportunities to connect with and engage the public to build stronger communities through collaboration.

The increased use of social media has enhanced the way consumers make their everyday purchasing decisions. This has increased the importance of e-commerce companies to be present on social media. E-commerce companies that now use the capabilities of social media have led to the emergence of social commerce. Social media gives mutual gain for customers and companies but has also increased the amount of interactions e-commerce companies need to manage their customer experience (CE) in. As social media gives more control over the CE to the customer themselves it now becomes a challenge in maintaining the seamless CE that is demanded by the customer.  Customer experience management (CEM) is becoming a priority for managers and one of the most promising marketing approaches. CEM is about using customer insight to achieve long term customer loyalty. To gain competitiveness on the market and increase profitability e-commerce companies now need to provide a memorable CE in social media. Despite this, most companies have failed to implement CEM initiatives. There is moreover a lack in research on the combination of the topics of social commerce and CEM. This makes it highly relevant to conduct a study with the intention of answering the following research question: How can Swedish e-commerce companies work with their customer experience management on social media? This study conducted a multiple case study on Swedish e-commerce companies to investigate how Swedish e-commerce companies use CEM on their social media and what challenges and opportunities that exist. The study uses an inductive research approach with an element of deduction where the theoretical framework presents theories in the field of social media, social media marketing strategy (SMMS) and CEM. The study conducted qualitative semi-structured interviews with seven marketing managers. The respondents' answer showed that feelings and company culture worked as strategic directions when creating CE that in turn created engaged customers that through two-way interactions gave valuable insight for the company to use for improving their CEM. Challenges for the management was the decreased attention span of customers and an ever-changing context on platforms while there were opportunities in social listening software and the possibility to forecast upcoming trends using the data gathered from social media.