Relationsskapande genom marknadsföring via Facebook

Sammanfattning: Social media has become a natural part of our everyday lives and the use of social media isincreasing every year in Sweden. In six years, the proportion of daily use of social media hasmore than doubled. Those who use social media mostly in Sweden are women. The use ofsocial media creates a huge potential for companies to come closer to their customers, andtoday people are increasingly discussing about how social media usage can help companieswith their marketing. Marketing on social media is based on interaction and participationwhere companies can create a dialogue with their customers. Social media today is not onlypure advertising channels, today there are communication channels that can primarily be usedto build trust and strengthen relationships between companies and customers. Social mediahas led to new ways for companies to market themselves and strengthen their relationshipswith existing customers. The question we asked ourselves was how these new ways ofmarketing themselves really affect the relationship between potential female customers andcompanies that market themselves on social media?To find result, a qualitative study was made that included interviews in two different focusgroups with women belonging to two different generations. The focus groups in this studydiscussed topics related to social media and the data collection that takes place in conjunctionwith targeted marketing. Among other things, it appeared that social media is a great tool forcompanies that want to reach the right audience, and this was something that was appreciatedby users. After the completion of the study we also found that there is some sense ofdiscomfort among social media users, that the use of social media collects personalinformation in the context of targeted marketing. It also appeared that users nowadays avoidclicking on targeted marketing and instead choose to access the site instead of clicking on thead.