Opportunities and Threats of Social Media in the Accounting Sector. Case: Steuerberatung Lang
Lang, Lisa Christin (2016)
Lang, Lisa Christin
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603153203
https://urn.fi/URN:NBN:fi:amk-201603153203
Tiivistelmä
Steuerberatung Lang is a small accounting company founded in 2003; it focuses on B2B as well as B2C services and consultancy in Southern Germany.
The main objective of this product-oriented thesis is to create social media guidelines for Steuerberatung Lang to enhance brand awareness, differentiate it from competitors that are not using social media yet, foster dialogue with existing clients and to create means for acquiring new clients through targeted digital marketing.
The guidelines will illustrate how to use various social media platforms to support the company’s marketing efforts. By following the guidelines, the company is able to use social media effectively and avoid common mistakes. Furthermore, the guidelines provide insight into how to communicate online and demonstrate the company’s professionalism and expertise in social media through the recommended tactics.
Empirical data for guidelines was gathered through industry benchmarking as well as a survey that was sent to the company’s existing clients, analyzing their use of social media and their needs and wishes for online communication. Furthermore, Skype interviews were conducted and other scientific sources were taken into consideration.
The study shows that the use of social media can help companies to increase their brand awareness and enable the targeting and communication with existing and potential clients.. The most effective social media platforms for Steuerberatung Lang are Facebook, Youtube, Twitter and the mobile application Whatsapp, as those are the most frequently used by its clients.
The final product of this thesis is a complete guidebook for the company, which illustrates detailed measures for social media communication and ways to get started in the most effective way, while avoiding common communication mistakes.
The main objective of this product-oriented thesis is to create social media guidelines for Steuerberatung Lang to enhance brand awareness, differentiate it from competitors that are not using social media yet, foster dialogue with existing clients and to create means for acquiring new clients through targeted digital marketing.
The guidelines will illustrate how to use various social media platforms to support the company’s marketing efforts. By following the guidelines, the company is able to use social media effectively and avoid common mistakes. Furthermore, the guidelines provide insight into how to communicate online and demonstrate the company’s professionalism and expertise in social media through the recommended tactics.
Empirical data for guidelines was gathered through industry benchmarking as well as a survey that was sent to the company’s existing clients, analyzing their use of social media and their needs and wishes for online communication. Furthermore, Skype interviews were conducted and other scientific sources were taken into consideration.
The study shows that the use of social media can help companies to increase their brand awareness and enable the targeting and communication with existing and potential clients.. The most effective social media platforms for Steuerberatung Lang are Facebook, Youtube, Twitter and the mobile application Whatsapp, as those are the most frequently used by its clients.
The final product of this thesis is a complete guidebook for the company, which illustrates detailed measures for social media communication and ways to get started in the most effective way, while avoiding common communication mistakes.