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SMM for Small Business: the Case of Travel Company "Team Gorky"

Student: Golovchanskaia Ekaterina

Supervisor: Yana Shigina

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2017

Topic of the thesis: SMM for Small Business: the Case of Travel Company “Team Gorky”. Graduation work contains 111 pages without appendices, 10 pictures, 8 tables and 54 references. The object of the research is the company in the field of adventure tourism “Team Gorky”. The subject of the thesis is SMM for small business. Key words: social media; Social Media Marketing (SMM); a promotion strategy in social media; content marketing; adventure tourism; small business. The thesis consists of the introduction, three chapters, conclusion, references and 7 appendices. With the use of practitioner reports and academic findings about small business promotion in social media, the study describes different concepts and classifications of social media, the main stages of building the SMM strategy and also the criteria of analytics.; highlights the main advantages of using SMM tools for small businesses; gives examples of the main trends in the development of the industry. The paper has practical significance. It also includes conducting an expert interview; the analysis of the company’s activities in social networks (“Vkontakte”, “Facebook”); the analysis of main competitors’ activities in online environment, as well as leaders of the world market; drawing up the list of key words to create an effective content; and creating the SMM strategy and its testing. On the basis of the results that were obtained during the research this work presents practical recommendations for building an effective marketing campaign in social networks. Due to them, the company considered in the research is capable of increasing the number of loyal audience, awareness about the business and also solving its short-term problems (attract people to participate in certain tours).

Full text (added May 27, 2017)

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