Description:
Marijus Siegel. Professional BA thesis. Usage of Social Media in the Activities of UAB TERMOLINK. Supervisor/Lecturer Jūratė Maščinskienė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Administration. - Kaunas, 2018. 52 pages.
This thesis presents the importance of the B2B (business to business) use of social media in today's society, analysed in a theoretical and practical way. The rise of the popularity of social media channels grants immense opportunities for the modern businesses. The importance of this theme is relevant to the businesses operating in a B2B sector which is considered to be more passive in the use of social media compared to the B2C (business to customer) sector.
The main problem - The underuse and misuse of social media in the business activities of UAB TERMOLINK could negatively affect its performance in the marketplace. The aim - to present the possibilities of the use of social media in the business activities of UAB TERMOLINK. This is achieved by stating the theories for improvements and verifying them during a practical test. Methods of work: analysis of scientific literature ant other information sources, the analysis of primary and secondary data, research - structured interview. The structure – The theoretical part of the thesis discusses the conception of social media, the main means and possibilities of its use in the B2B sector. The analytical part of the thesis discusses the business environment of the particular enterprise and showcases the results of the research. The structural part of the thesis compares the research results on a global level. The results/conclusions - The research showed that in the Lithuanian B2B sector, the customers of UAB TERMOLINK do not see the benefits of using social media for business development purposes. It is important to note that most of them use LinkedIn platform. The structural research of the business customers showed a potential need for using LinkedIn social media platform in order to get attention. This social media tool would allow the business to reach a bigger part of the marketplace, raise the brand awareness and communicate with existing clients and partners in a more effective manner. The work consists of 52 pages, 13 tables, 23 pictures, 39 references and sources of information, 2 appendices.
