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The Social Brand – Aspects of Social Media Implementation

Lundin, Mathilda LU and Nilsson, Linnea (2010) In Master’s Thesis in Technology Management FEKP02 20101
Department of Business Administration
Abstract
The thesis circles around Social Media, B2B Brand Building
and Business Performance Measurements. In the intersection
between these a knowledge gap was identified. The following
research questions were formed: How should companies go
about when implementing Social Media? How should the
performance of Social Media engagement be measured? The
urgency for answering these questions was identified.

This thesis aims to create an implementation model for Social
Media for B2B companies, using Social Media as a brandbuilding
tool. Additional to this purpose is to further develop a
measurement system that adequately measures social media
performance.

This study has been conducted with a qualitative approach and
an abductive research... (More)
The thesis circles around Social Media, B2B Brand Building
and Business Performance Measurements. In the intersection
between these a knowledge gap was identified. The following
research questions were formed: How should companies go
about when implementing Social Media? How should the
performance of Social Media engagement be measured? The
urgency for answering these questions was identified.

This thesis aims to create an implementation model for Social
Media for B2B companies, using Social Media as a brandbuilding
tool. Additional to this purpose is to further develop a
measurement system that adequately measures social media
performance.

This study has been conducted with a qualitative approach and
an abductive research method. An initial study was carried out
with a Social Media pre-study and a theoretical research. The
empirical findings together with the theoretical framework
constitute the base for the developed model. When building the
model an iterative process was used, revisiting both the
theoretical framework and the empirical foundation.

The four-step Social Media Implementation Model was
developed. The model provides a step-by-step framework,
which can be used by B2B companies wanting to engage in
Social Media. Each of the model’s four steps aims to point out
important aspects of Social Media implementation. The model
concludes in the development of the Social Brand Scorecard
that presents the company with comprehensive measurements
that covers all aspects of Social Media. (Less)
Please use this url to cite or link to this publication:
author
Lundin, Mathilda LU and Nilsson, Linnea
supervisor
organization
course
FEKP02 20101
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Social Brand Scorecard., Social Media Implementation Model, Social Media Return on Investment, Balanced Scorecard, Brand Equity, Business-to-Business Brand Building, Social Media, Social Media Implementation
publication/series
Master’s Thesis in Technology Management
report number
Nr 201/2010
ISSN
1651-0100
language
English
id
1652666
date added to LUP
2010-08-12 10:49:06
date last changed
2010-08-12 10:49:06
@misc{1652666,
  abstract     = {The thesis circles around Social Media, B2B Brand Building
and Business Performance Measurements. In the intersection
between these a knowledge gap was identified. The following
research questions were formed: How should companies go
about when implementing Social Media? How should the
performance of Social Media engagement be measured? The
urgency for answering these questions was identified.

This thesis aims to create an implementation model for Social
Media for B2B companies, using Social Media as a brandbuilding
tool. Additional to this purpose is to further develop a
measurement system that adequately measures social media
performance.

This study has been conducted with a qualitative approach and
an abductive research method. An initial study was carried out
with a Social Media pre-study and a theoretical research. The
empirical findings together with the theoretical framework
constitute the base for the developed model. When building the
model an iterative process was used, revisiting both the
theoretical framework and the empirical foundation.

The four-step Social Media Implementation Model was
developed. The model provides a step-by-step framework,
which can be used by B2B companies wanting to engage in
Social Media. Each of the model’s four steps aims to point out
important aspects of Social Media implementation. The model
concludes in the development of the Social Brand Scorecard
that presents the company with comprehensive measurements
that covers all aspects of Social Media.},
  author       = {Lundin, Mathilda and Nilsson, Linnea},
  issn         = {1651-0100},
  keyword      = {Social Brand Scorecard.,Social Media Implementation Model,Social Media Return on Investment,Balanced Scorecard,Brand Equity,Business-to-Business Brand Building,Social Media,Social Media Implementation},
  language     = {eng},
  note         = {Student Paper},
  series       = {Master’s Thesis in Technology Management},
  title        = {The Social Brand – Aspects of Social Media Implementation},
  year         = {2010},
}