Without a social media strategy, you're posting in the blind : En studie om sociala medier som marknadsföringskanal

Sammanfattning: Purpose & Research questions: The purpose of this study is to examine how the use of social media as a marketing channel has influenced the company's way of working. With this purpose in mind, our research questions were formulated as follows: 1. Why are social media agencies a growing phenomenon, even though there are clear tendencies that social media are designed to be, as far as possible, a free method for all users? 2. Why do business companies purchase social media agencies to succeed in social media? Methodology: Qualitative method with a selection of eight semistructured interviews. Conclusion: The study's findings show that social media as a marketing channel has contributed to a change in companies way of working. The study shows that it is knowledge and time that are the mainfactors why companies choose to outsource a part of their organization. Furthermore the communication between consumers and companies has changed significantly. The social media agencies are growing in the same pace as the social media are developing.