Social Media concept for a Swiss SME in the beverage industry

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.