The main social media outlets used in business to business marketing : Case Study: Viexpo
This study was made in collaboration with a company called Viexpo, which operates in the field of internationalization. Also the author was employed at the firm. The aim of this thesis was to find out how B2B companies are utilizing social media marketing through the main social media outlets, such as Facebook and LinkedIn and how they are engaging their audience in these social media outlets. The results will help Viexpo perceive how these different social media outlets can be utilized in marketing. At first, the theoretical study displays the main social media outlets, then how they can be used for B2B marketing and in engaging the audience is presented. Also challenges of socialmedia marketing are reviewed and how one can overcome those challenges is examined. The empirical study introduces Viexpo as a company. The study examines what socialmedia outlets are they using at the moment and how are they utilizing social media marketing and engaging their audience. An interview was held to get an understanding of how Viexpo perceives social media, what kind of challenges has Viexpo had with social media marketing and what are Viexpo’s aims in social media. Viexpo is advertising on the radio and in newspapers at the moment, but the company’s goal is to include social media marketing into the existing marketing channels, which would enhance and modernize their marketing significantly.