Social Media Marketing Plan : Case: Human Resources Consulting Firm

Abstract

The digital revolution has created new opportunities and challenges for the marketing world, and it has been necessary for marketers to face and adjust to the new era. More channels for selling products have become available and consumers have more power than they used to.The biggest impact to the marketing ways comes from social media. Social media is a part of people’s everyday life and the use of social media among businesses is also growing. In addition, it has become part of recruiting and job search, creating an opportunity for better interaction between companies and job seekers. This thesis aims to research social media marketing and its opportunities, and the final goal is to conclude a development plan for a Chilean human resources consulting firm. The created plan aims to help the company to improve its visibility on social media in order to gain more customers. Research approach in this study is deductive, and qualitative and quantitative research methods are the chosen research methods. Primary data is collected with observation and a web-survey, and secondary data from literature and internet sources. Theoretical part of this thesis introduces concept of marketing in order to gain better understanding of marketing and why it is important. Later definition of social media is presented and explained what is social media marketing. In addition, the theory of SWOT analysis is presented, as it was used as a tool to gather information for the development plan. Research findings indicate that people use social media actively and find its role important in job search. It has helped people to get interviewed and hired, and also people would like companies to publish more open positions on their channels. These and other results were part of the development plan creation for the case company. Based on the plan, the company should change its actions on LinkedIn and start to use Facebook as a marketing tool.