AFTA: Practices for social media marketing
Summanen, Minta (2016)
Summanen, Minta
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016122221453
https://urn.fi/URN:NBN:fi:amk-2016122221453
Tiivistelmä
This research is concerning the social media practices for the Association of Finnish Travel Agencies, AFTA. The aim is to investigate the social media practices of AFTA’s member companies and how AFTA could benefit from this information to create social media practices for AFTA. This research evaluates the different social media channels and which would be the most useful for AFTA by also taking into account AFTA’s objectives.
The goal of this research is to give comprehensive proposal for social media practices for AFTA and to give insight on the social media practices of the member companies. In addition, aim of this research is to give development proposals for AFTA’s social media practices and to evaluate which social media channels would be ideal for AFTA. AFTA’s main objectives for social media is to increase awareness and inform their members and keeping them updated.
The theoretical part includes introduction to business communication and social media. The current social media trends and social media content marketing is discussed and four social media channels are introduced. These social media channels are: Facebook, Twitter, LinkedIn and YouTube.
The empirical part consists of the research and data collection method and the benchmark of the following associations: PAM, EK and the Finnish Association for Fair Tourism. Furthermore, semi-structured interviewing was applied in this research by four company representatives and a social media expert.
Qualitative method and thematic analysis are applied in this research. The data is analysed by using inductive reasoning. The research started in July when the meeting with the commissioner took place. The scope of the research was defined in the meeting and the deadline for this thesis was agreed to be at the end of December.
Findings of this study are presented in the chapter of development proposals. This study concluded that Facebook and Twitter would be the most useful social media channels for AFTA. PAIBOC-analysis is conducted in order to identifying the audience and a social media content analysis is presented to demonstrate the possible content on Facebook and Twitter.
The goal of this research is to give comprehensive proposal for social media practices for AFTA and to give insight on the social media practices of the member companies. In addition, aim of this research is to give development proposals for AFTA’s social media practices and to evaluate which social media channels would be ideal for AFTA. AFTA’s main objectives for social media is to increase awareness and inform their members and keeping them updated.
The theoretical part includes introduction to business communication and social media. The current social media trends and social media content marketing is discussed and four social media channels are introduced. These social media channels are: Facebook, Twitter, LinkedIn and YouTube.
The empirical part consists of the research and data collection method and the benchmark of the following associations: PAM, EK and the Finnish Association for Fair Tourism. Furthermore, semi-structured interviewing was applied in this research by four company representatives and a social media expert.
Qualitative method and thematic analysis are applied in this research. The data is analysed by using inductive reasoning. The research started in July when the meeting with the commissioner took place. The scope of the research was defined in the meeting and the deadline for this thesis was agreed to be at the end of December.
Findings of this study are presented in the chapter of development proposals. This study concluded that Facebook and Twitter would be the most useful social media channels for AFTA. PAIBOC-analysis is conducted in order to identifying the audience and a social media content analysis is presented to demonstrate the possible content on Facebook and Twitter.