Riassunto analitico
The world we are living in is mainly driven by digital technologies and Social media platforms are an integral part of our daily lives. Thus, is essential for businesses to understand and learn all the implications behind Facebook, LinkedIn, Instagram and many more. There are several benefits that social media can bring to companies, therefore it is crucial to develop the right strategy and especially learn how to make the most of these techniques. The purpose of this study is to analyse the implication of social media within B2B companies and how these tools can help to improve companies’ performances; underlining how social media can be integrated into marketing strategies, which are the major motivations, strategies and results. The focus of the study is mainly towards the B2B markets since many are the actors still sceptical and uncertain about these tools and less are the articles and research in the literature, compared to B2C. Moreover this investigation is aimed primarily at the outdoor living market but the results can also be applied to other sectors. The case study of F.lli Menabò S.r.l. is presented in order to understand the social media marketing strategy used, it is followed by an in-depth interview with the marketing manager showing the encouraging results achieved and it is accompanied by analysis of the Facebook and LinkedIn posts. The study concludes with a discussion where theory and practice are compared highlighting possible areas of improvements.
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Abstract
The world we are living in is mainly driven by digital technologies and Social media platforms are an integral part of our daily lives. Thus, is essential for businesses to understand and learn all the implications behind Facebook, LinkedIn, Instagram and many more. There are several benefits that social media can bring to companies, therefore it is crucial to develop the right strategy and especially learn how to make the most of these techniques. The purpose of this study is to analyse the implication of social media within B2B companies and how these tools can help to improve companies’ performances; underlining how social media can be integrated into marketing strategies, which are the major motivations, strategies and results. The focus of the study is mainly towards the B2B markets since many are the actors still sceptical and uncertain about these tools and less are the articles and research in the literature, compared to B2C. Moreover this investigation is aimed primarily at the outdoor living market but the results can also be applied to other sectors. The case study of F.lli Menabò S.r.l. is presented in order to understand the social media marketing strategy used, it is followed by an in-depth interview with the marketing manager showing the encouraging results achieved and it is accompanied by analysis of the Facebook and LinkedIn posts. The study concludes with a discussion where theory and practice are compared highlighting possible areas of improvements.
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