Social Media concept for a Swiss SME in the beverage industry
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Authors
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Publication date
2019
Typ of student thesis
Bachelor
Course of study
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Type
11 - Student thesis
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Hochschule für Wirtschaft FHNW
Place of publication / Event location
Brugg-Windisch
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Practice partner / Client
A company in the beverage industry, Switzerland
Abstract
The company operates mainly with B2B customers. Therefore, B2C clients are not profoundly known. It must be elaborate to which extent Social Media is still applicable for B2C. Additionally, the client lacks internal Social Media knowhow. Hence, the paper defines customers according to their online behavior. Furthermore, it is not known what type and level of communication are appropriate for the client's customers and how to access and maintain relevant channels to do so. Also, monitoring of respective platforms is considered as a crucial issue. Appropriate monitoring measures should correspond to the degree of Social Media activity and cover the client's need for effective resource allocation.
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English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
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Review
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Citation
Schwarz, C. (2019). Social Media concept for a Swiss SME in the beverage industry [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/40731