BUILDING A SUCCESSFUL SOCIAL MEDIA CAMPAIGN BY EXPLOITING THE BENEFITS OF DIFFERENT SOCIALS: THE ECOS JEWEL STUDY CASE

The first part of the thesis describe the phenomenon of Social Media Marketing, therefore what it is, how it works, which are its benefits and the growing importance over the years. Following this general description the second part will analyze different platforms, grouped depending by their characteristic, and explain how to build a campaign on each of them. Subsequently the paper will examine analytical tools used by marketers to monitor the commercial, which is a fundamental step to evaluate its outcome. The final and third part will demonstrate, through the analysis of some businesses, how at different social media, depending by their characteristics, are associated different benefits therefore companies each of them are used to achieve specific objectives.