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Developing a Guideline for Start-ups and Small Scaled Companies for the Selection and Usage of Social Media: A CASE STUDY ANALYSIS OF CLAIMONY
KTH, School of Computer Science and Communication (CSC).
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Utveckling av riktlinjer för val och användning av sociala medier för nystartade och små företag : EN FALLSTUDIE AV CLAIMONYEN FALLSTUDIE AV CLAIMONY (Swedish)
Abstract [en]

This study investigates the role of social media on the outreach and customer engagement within start-ups and small scaled companies and presents a guideline on the selection and usage of social media platforms for such companies.Within the last decade rapid development of social media has revolutionized the way of communication and interaction. The effects of such phenomenon has not only altered the conversation between individuals but also between companies and their stakeholders. Now that being online has become a necessity in order to be reached and to reach, people are spending more and more time online than ever. This rapid change in daily life has had a significant impact on customer behavior. The receivers of conventional media have switched into active participants within the two-way communication world of social media. In order to reach out to such an audience companies have started to modify their marketing and PR activities. To leverage this constantly growing and evolving world of social media, companies need to have a structured social media plan to locate, approach and interact with their audience. This can be done via careful selection and management of social platforms. It is important to note that because of the distinct characteristics of start-ups and small scaled companies a specific approach is required on social media. This paper analyzes the social media usage of start-up company Claimony. Together with qualitative interviews and benchmarking, the study aims to find key points within efficient selection and usage of social media.The findings show that there are several decisive factors for the selection and the usage of social media. Even though each and every one of these has a distinct significance, the barriers and limitations of start-ups and small scaled companies do not allow them to take all into consideration.Thus starting with most popular platforms of social media were found to be the most beneficial, convenient and feasible way to enter into social media. Furthermore, with the triangulation of the analysis of the case company's social media usage, the results from benchmarking and the qualitative interviews, suggested way of usage on social media is presented at the end.In the summary, based on the results of this research and relevant literature, a guideline on the selection and usage of social media platforms for start-ups and small scaled companies is provided.

Place, publisher, year, edition, pages
Keyword [en]
Social Media, Start-up
National Category
Media and Communication Technology
URN: urn:nbn:se:kth:diva-179034OAI: diva2:878958
Available from: 2015-12-16 Created: 2015-12-09 Last updated: 2016-02-24Bibliographically approved

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