Samenvatting

The reason for this research is the missing social media strategy for Beauty Oranje, the beauty center of
the Hotels van Oranje. Within four months the social media strategy of Beauty Oranje will be formed
through a combination of existing literature aimed at formulating a social media strategy. The problem
statement that has been solved is:
‘To what extent is the current social media use of Beauty Orange effective?’
This research has used a combination of existing literature to advise Beauty Oranje about how to use
social media. The POST model of Li & Bernoff (2008) is used as the mean structure that serves as a
starting point for formulating a social media strategy. POST stands for people, goals, strategy and
technology, which are the measuring bars for this model. The model of Li & Bernoff (2008) focuses mainly
on external activities of social media and, to a lesser extent, on the application of social media in the
organization itself (Liousas, Ngo, Parrish, Majewski, Lui, & Madej, 2016). This is the reason for
supplementing this Model with existing literature that is applicable to social media.
The conclusion based on the research through the combination of existing literature is that the current
social media use of Beauty Orange is not effective enough in June 2017.
People; The online target group consists of women between the ages of 30 and 70 who often assume the
role of collector, joiners, spectators and inactives. These roles are often passive and they prefer perceiving
information instead of spreading.
Objectives; Beauty Oranje’s online target group is defined as Social Snackers, which means that
interaction with companies is not being deliberately sought. In addition, the Social Media Roadmap has
shown that the organization had hardly any followers and engagement with customers.
Strategy; The strategy analysis has shown that there is no formally defined social media strategy for
Beauty Oranje, and that there is a lack of skilled staff for the use of such a strategy.
Technology; Research into the eight major social media channels, through the social platform sheet, has
shown that Facebook, Twitter and Instagram are the most relevant channels for Beauty Oranje.
Based on the examined parts of the modified POST model, it can be concluded that the current social
media use of Beauty Oranje is not effective enough. In order to increase the use of social media to a
higher level, a social media strategy has been drawn up. The objective for Beauty Oranje is:
‘Beauty Oranje strives for the "attractive" position on the Social Media Roadmap, by generating 20% - 50%
reach among the target audience and the highest-performing range of webcare on social media in June
2020.’
To achieve this goal, a number of recommendations have been prepared that can help to achieve this
objective:
1. Employ a ‘social media skilled’ employee for implementing the social media strategy
2. Segment the online target group of Beauty Oranje
3. Formulate a separate strategy for the channels identified as "effective" for Beauty Oranje
In addition to the above advice, it has also been examined whether the combination of existing literature
has actually been useable for this mode of research. It has been concluded that the combination of
existing literature is useable for this mode of research, as long as the research into social media channels
is up-to-date due to the fast development of the social media channels.