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Library's collection Library's IT development CancelLG Company is a Korean multinational company and the main industry is electronic goods. The company is currently facing a problem in their marketing department. The social media
that the company uses have a low presence in the Netherlands. People are not aware of LG
social media. Nowadays, people are using social media and social media can be a media to
promote the brand, communicate with the customers, and increase the brand awareness.
The current situation is the company has not fully leveraged its social media to connect
with the customers. The company wants to increase the effectiveness of its social media
presence in the Netherlands.
The central research question is "What options does LG Electronics have to improve its
effectiveness of its social media presence in the Netherlands?". The data has been obtained
from interviews with four people that represents a group of young adult in the Netherlands.
The research method for the analysis is qualitative research. The data were processed using
sing Social Media Planning Activity framework and Content Marketing Matrix Planning
framework, Based on the analysis, LG is using six social media platform which are
Instagram, Twitter, Facebook, Youtube, Snapchat, and Linkedin. Even though LG has been
using the social media since 8 years ago, but the presence of each social media is low.
The internal stakeholders such as the marketing department, product department. and the
sales department are supporting the company with the data. The external factors that help
the company are that people are now using social media anywhere and anytime and it makes
the company easier to promote the brand using social media. By using social media, the
company can increase the brand awareness of the company with lower cost.
The company can be defined as effective in using social media if the company can engage
with the customers and the customers can be updated about the company through social
media. The number of followers, likes, share, and subscriptions are the metrics used to
assess the effectiveness of social media communications.
The central research question is answered using the analysis from the framework and the
comparison with the literature review. In order to increase the effectiveness of LG's social
media presence in the Netherlands, LG needs to increase the frequency of posting and
replying messages, specify the targeted customers, and activate the social media. The
company also can change the content of the social media posts to "entertain''. By doing it.
it might increase the effectiveness of LG social media in the Netherlands.
The recommendation for the company is that the company can start to focus on using social
media and increase its effectiveness this year. Moreover, the company can set a clear goal
for each social media and use social media metrics to measure it from time to time. By
fixing the social media platform, the company can promote the brand to the customers and
engage with the customers through social media.