En kommunikationsgeting
En kvalitativ studie i hur ett medtech-företag ska använda sig av sociala medier
Today, social media is used mostly by people in their private life. However, companies are more and more tapping into the area of social media. To this date, mostly B2C companies have been successful in their social media strategies. This qualitative thesis aims to investigate how B2B companies can benefit from using social media as a means to communicate and build relations with their customers. The medtech industry has been chosen as the object of study.Through depth interviews with people in the medtech industry and social media experts, data has been collected in order to answer the questions of (1) how ready customers in the medtech industry are to receive information through social media and (2) how companies can build the best possible social media strategy. Implications that can be drawn from this study are that, although the customers do not use social media to a large extent today, the development towards the new communication techniques is a process that both customers and companies can benefit from. To enter all social media channels at the same time is impossible. Therefore, the authors have come to the conclusion that to become a successful social media user in the medtech industry, the companies must first decide on the objectives with their social media strategies, and thereafter they can decide which social media channels to enter, who to target and how to present the communication.