Staying ahead of the game: enhancing an existing social media presence. : Case: Viaplay Sport Finland
Savonmäki, Joona (2017)
Savonmäki, Joona
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017121120485
https://urn.fi/URN:NBN:fi:amk-2017121120485
Tiivistelmä
The subject of this thesis is enhancing existing social media presence. This thesis was
commissioned by Viaplay AB, a subscription based streaming service that allows
customers to watch series, movies and sports online. It focuses on the brands already
existing Facebook page Viaplay Sport Finland. The main objective is to deepen company’s
understanding on social media marketing and outline what is required for business to be
even more successful on Facebook.
The theoretical part of the thesis includes generic information about social media and how
it fits for business use. It also goes through the key factors of Facebook marketing and
explains in detail what is needed to create engagement among other Facebook users.
The empirical part analyzes the current state of Viaplay Sport Finland Facebook page and
gives improvent ideas based on the theoretical part assembled for this thesis.
The thesis ends with a segment for discussion where the main revelations are summarized
and combined with ideas for improvement regarding the future of the company’s social
media marketing.
Viaplay is already using Facebook effectively for marketing its sport content in Finland.
They have an active social media strategy, high functioning profile page and cabability to
focus proper resources on social media marketing.
The analysis state that company needs to invest more on the quality of the shared content
to create more engagement among its followers. This could be done by using more
variation in content, having more entertaining approach. Company should also interact
more with other users. This could be done with more effective usage of hashtags and
tagging.
Facebook has still lot to offer for Viaplay as a marketing platform. Putting more effort on
the quality of shared content company can increase the engagement rate and brand
awareness on Facebook.
commissioned by Viaplay AB, a subscription based streaming service that allows
customers to watch series, movies and sports online. It focuses on the brands already
existing Facebook page Viaplay Sport Finland. The main objective is to deepen company’s
understanding on social media marketing and outline what is required for business to be
even more successful on Facebook.
The theoretical part of the thesis includes generic information about social media and how
it fits for business use. It also goes through the key factors of Facebook marketing and
explains in detail what is needed to create engagement among other Facebook users.
The empirical part analyzes the current state of Viaplay Sport Finland Facebook page and
gives improvent ideas based on the theoretical part assembled for this thesis.
The thesis ends with a segment for discussion where the main revelations are summarized
and combined with ideas for improvement regarding the future of the company’s social
media marketing.
Viaplay is already using Facebook effectively for marketing its sport content in Finland.
They have an active social media strategy, high functioning profile page and cabability to
focus proper resources on social media marketing.
The analysis state that company needs to invest more on the quality of the shared content
to create more engagement among its followers. This could be done by using more
variation in content, having more entertaining approach. Company should also interact
more with other users. This could be done with more effective usage of hashtags and
tagging.
Facebook has still lot to offer for Viaplay as a marketing platform. Putting more effort on
the quality of shared content company can increase the engagement rate and brand
awareness on Facebook.