Samenvatting

Social media have developed to be an integral part of each business’ existence. As SoftAtHome is working on revamping its LinkedIn strategy, it became evident that the company needed assistance in defining what a proper approach would be. Therefore, this research paper focuses on answering the following central question: How can SoftAtHome increase its social media presence on LinkedIn?

Literature review has served as building blocks for this research and involved secondary research methods, such as: professional websites, expert blogs, e-books, scientific papers, etc. it must be pointed out that a custom-made field research had been conducted, which included updating SoftAtHome’s LinkedIn company page with information about current affairs, company news, partner collaborations, products or services. In addition, an operationalization table was designed and an interview with SoftAtHome’s top executive was conducted in order to gain more insights and provide the company with useful recommendations. All three sections (field research, operationalization table and the interview) were based on Five Steps of Social Media Engagement theory by Khederchah.

The outcome of the field research includes such recommendations as: designating a dedicated person to handle the social media strategy, conducting a full SWOT analysis of social media usage, posting content more frequently, as well as, trying new ways of creating content. It is clear that the company’s engagement rate on LinkedIn is not as bad as one might have assumed. It actually scores above average with 6.23%. In addition, in order to define what type of content is engaging the audience, it is advised to conduct a more thorough research, for an extended period of time, and spending some money on paid campaigns with LinkedIn. This way, SoftAtHome would be able to measure engagement on different types of content and choose the most effective one for inclusion in their revamped social media plan. With the pandemic taking over the 2020 it is, therefore, important to create an appealing social media strategy, that would ensure the continuity of doing business in the online reality by SoftAtHome.