"Kommunikation är nyckeln" : En flerfallsstudie om småföretagares sociala mediestrategier på Instagram

Sammanfattning: In a world where digitalisation is growing at a rapid speed and social media is a part of our everyday life, companies have started to adapt to this new way of communicating with their consumers and market their brand. Throughout the years Instagram has grown from a photo-sharing platform to a marketing tool. The aim of this study was to examine how smaller companies form social media strategies on Instagram using the provided tools. We conducted a qualitative analysis by interviewing companies and observing their presence on Instagram, using The Social Strategy Cone framework. From our results and analysis we have found communication with the target group and marketing to be the driving forces for these companies’ social media strategies on said platform. Based on these findings we further discussed three main factors for other companies to include in their social media strategies. These three factors are target group, communication and monitoring. There are various ambiguities in this area that still need to be explored. This is due to social media constantly changing. However, our hope is that our study can be used as a basis for further research on social media strategies.