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Social media as a marketing tool versus strategic alliance acomparison.
KTH, School of Computer Science and Communication (CSC).
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This report is based on two different approaches that companies could use in order to develop their business. These approaches are: Social Media Marketing and Strategic Alliances. A detailed theory study explains what these approaches are and how they are used. This study was done from a startup company’s point of view. Startup companies are also called startups and the results found are based on how these two approaches are and could best be utilized by startups.The results indicate that the majority of startups does not utilize the possibility of a business partnership, other than small “deals” made startup to startup. The startups however who are in a business partnership right now or are in the early stage of implementing one could not go into details of what said partnership were, but that terms and conditions had been set.Another result is the correlation between the two different approaches. Social media marketing is one of the first things that startups uses and if marketing and sales are operating at a good level then strategic alliances, or some other business partnership, could be exploited mainly in order to reach mainstream customers. Another result is also the order of how startups usually aims their business. This is described in chapter 4 where figure 3.0 visualizes these aims.Also found is that startups should use social media platforms in order to expose themselves. They should make a strategy revolving their exposure and have a Social Media Manager responsible for implementing the strategy. It’s also important for a company that uses social media as a marketing tool to have a clear message towards its consumers and employees - a cohesive profile amongst all social media. Also, the strategizing procedure is connected to the specific company, meaning that every single company needs to make its own social media strategy.

Place, publisher, year, edition, pages
Keyword [en]
Social media, Startup, Strategic alliance
National Category
Media and Communication Technology
URN: urn:nbn:se:kth:diva-169896OAI: diva2:825909
Available from: 2015-07-10 Created: 2015-06-24 Last updated: 2015-07-10Bibliographically approved

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