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Social Media Marketing from a Bottom-Up Perspective: The Social Media Transition
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.It is in the interest of organizations to understand that the public demand for quick and easy accessibility is growing at a rapid pace. However, the transition from traditional marketing strategies to social media marketing is not a straightforward process, but more complex.The aim of the thesis is to, from a bottom-up perspective, draw conclusions from a comparative study of the social media praxes of Umeå-situated businesses and organizations.The study indicates that the transition into social media still continues, but that there has been a change in organizations’ mindsets. It also shows that the application of a bottom-up approach provides new ways of viewing and understanding activities within social media.

Place, publisher, year, edition, pages
2010. , 22 p.
Series
Informatik Student Paper Bachelor (INFSPB), 2010.01
Keyword [en]
Social Media Marketing, Bottom-Up, Social Media Transition
National Category
Computer and Information Science
Identifiers
URN: urn:nbn:se:umu:diva-34776OAI: oai:DiVA.org:umu-34776DiVA: diva2:325207
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-06-29 Created: 2010-06-17 Last updated: 2010-06-29Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf