The Effectiveness of Using Facebook Pages for Brand Building, Case company: Your School
Carter, Christopher (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018083014754
https://urn.fi/URN:NBN:fi:amk-2018083014754
Tiivistelmä
This commissioned research-based thesis is aimed at identifying the benefit of using social media for Your School as a marketing platform to communicate and interact with customers, and increase popularity through the use of the social media. The research was dedicated to Facebook.
The results produced herein were accomplished through secondary and primary research. Secondary research was collected from a variety of sources published by books, trusted internet sites, articles, reports, and trusted research documents in the country researched. For the data collection, quantitative/qualitative methods were used. Primary data was collected through an online structured questionnaire for the parents to take that was posted on Your School’s Facebook page and an interview that was conducted through email with the director of Your School. To identify the Facebook marketing effectiveness and importance of Your School’s Facebook page, 35 existing Your School customers of the Espoo region in Finland were surveyed.
Further, this academic research consists of theoretical, and empirical parts. The theoretical part covers concepts that support the research process and research methods. Those con-cepts include Brand building through Facebook and marketing presence. These two concepts are essential to have when creating that dynamite Facebook page. The empirical part applies methodologies and explains the procedures followed for the data collection.
Data collected was analysed and findings are listed in this report. The findings were interpreted to determine the benefit of using Facebook as a social media platform for communicating with customers, increasing popularity, and acquire new customers. Your School can use the results produced herein as guidelines for their marketing strategies or to determine whether the use of Facebook can present any business growth.
The research has revealed that Facebook leads in terms of the most used social media channel. The findings have revealed that 60% of the parents used Facebook as means to choose a day care for their child or children to attend. Majority of the parents would like to see more information about Your School, pictures and videos of what activities the children are doing, a revamp of Your School’s Facebook page, and to be more interactive with the parents on Your School’s Facebook page.
As recommendations for Your School, a revamp of the page needs to be conducted. Actively publish creative, informative, and fun content. Make Your School’s Facebook page more eye catching and appealing to new and current customers using the colour scheme theory. Ask questions and engage with their audience to understand parents’ needs and expectations. Publish some of their most fun and engaging activities that Your School does with the children so that it shows what sets their day care apart from the rest.
The results produced herein were accomplished through secondary and primary research. Secondary research was collected from a variety of sources published by books, trusted internet sites, articles, reports, and trusted research documents in the country researched. For the data collection, quantitative/qualitative methods were used. Primary data was collected through an online structured questionnaire for the parents to take that was posted on Your School’s Facebook page and an interview that was conducted through email with the director of Your School. To identify the Facebook marketing effectiveness and importance of Your School’s Facebook page, 35 existing Your School customers of the Espoo region in Finland were surveyed.
Further, this academic research consists of theoretical, and empirical parts. The theoretical part covers concepts that support the research process and research methods. Those con-cepts include Brand building through Facebook and marketing presence. These two concepts are essential to have when creating that dynamite Facebook page. The empirical part applies methodologies and explains the procedures followed for the data collection.
Data collected was analysed and findings are listed in this report. The findings were interpreted to determine the benefit of using Facebook as a social media platform for communicating with customers, increasing popularity, and acquire new customers. Your School can use the results produced herein as guidelines for their marketing strategies or to determine whether the use of Facebook can present any business growth.
The research has revealed that Facebook leads in terms of the most used social media channel. The findings have revealed that 60% of the parents used Facebook as means to choose a day care for their child or children to attend. Majority of the parents would like to see more information about Your School, pictures and videos of what activities the children are doing, a revamp of Your School’s Facebook page, and to be more interactive with the parents on Your School’s Facebook page.
As recommendations for Your School, a revamp of the page needs to be conducted. Actively publish creative, informative, and fun content. Make Your School’s Facebook page more eye catching and appealing to new and current customers using the colour scheme theory. Ask questions and engage with their audience to understand parents’ needs and expectations. Publish some of their most fun and engaging activities that Your School does with the children so that it shows what sets their day care apart from the rest.