1 Introduction
This research aims to develop a social media marketing plan for a customer goods producing company. It explores the existing best practices and literature, and investi-gates practical examples and social media marketing strategies of real companies. The resulting social media plan intends to suit the social marketing needs of the case com-pany which is a Small and Medium Enterprises (SME).
1.1 Overview of the Business Problem
Owing to the fast growing pace of social communities on the internet, the world virtually knows no boundaries during interaction over the internet. Although there are some negative sides to the use of social media communication, customers are caught up in an improved method of communication over the internet (Strom and Strom 2012).
Social media communities are such that people tend to cluster, forming common groups of common perspective, goals and ideas, thus making it possible for knowledge and capabilities to be distributed across the members, within and among such groups. (Cadima, Ojeda and Monguet 2012)
Currently, the internet social media communities are also having a big impact on the modern business world. This is the reason why the case company wishes to capitalize on this fast growing trend in social media marketing communication. The case compa-ny aims at taking advantage of the positive side of internet social communities for ex-panding its business and creating awareness about its brand and products. The incor-poration of a social media method of marketing into its existing integrated marketing communications has also become highly important for the case company wishing to meet the ever pressing needs and expectations of its customers.
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