What different types of Facebook marketing objectives are there, and what tactics can you use to reach those.
Bachelor thesis
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http://hdl.handle.net/11250/224666Utgivelsesdato
2014-10-28Metadata
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Sammendrag
Social media is creating attractive business opportunities for brands and companies
worldwide. It is because of the huge amount of businesses and costumers on
Facebook, which reflects the importance of research on future marketing. The purpose
of this dissertation is first to identify different types of marketing objectives on
Facebook, and secondly to identify tactics to reach the different objectives. We
conducted an inductive and a deductive approach based on a grounded theory method.
Grounded theory differs from other qualitative methods because of the explicit
guidelines that explain researchers how to proceed. We conduct eight in-depth
interviews with four different communication agencies and four different businesses
already integrated in social media marketing on Facebook. We built concepts and
categories based on grounded theory and built a theory for our purpose of this
dissertation. To get some more verification of our grounded theory we approached a
Norwegian software agency that works with building platforms for creating Facebook
applications. We analysed data given to us by the agency and compared their data
with ours.
Our findings suggest that sales, branding, customer service and conversions, are the
overlying objectives businesses can achieve on Facebook. All of these objectives have
more specified objectives underlying them, and to reach these objectives on Facebook
our findings suggest four important success factors. It is important for businesses to
define and gather their audience on Facebook in order to achieve any of the
objectives, and they need to communicate their brand and create value on their
Facebook page. It is a constant battle on Facebook to entertain your audience through
engaging content. In order to know what your audience thinks is engaging, our data
suggest that constant research on your audience is importuning. We create a model for
engaging content based on our findings, and define tactical elements to achieve the
different objectives. Our findings contribute to earlier research on social media
objectives and create an overview of the objectives that can be achieved on Facebook.
We believe that our findings will help businesses to make better decisions in their
future marketing campaigns and strategies.