Pissanidis, Georgios

2020-06-16T00:00:37Z

https://repository.ihu.edu.gr//xmlui/handle/11544/29612

Social media

Online academic platform

Bioethics

Biocontact

masterThesis

free

School of Science and Technology, MSc in e-Business and Digital Marketing

In this thesis research we aimed to run a market study and subsequently empirically create a strategy of social media development, in regards to the real case study of “Biocontact”, which is a website and online platform for biotechnology, bioethics and biosafety. Moreover, as part of this thesis, the genuine social media pages (Facebook, Twitter and LinkedIn) for the platform are created and the social media development strategy is being implemented, contributing to the actual development of the website and the platform. Essentially, we wanted to develop the social media platforms of Biocontact in order to build a community around the platform and drive traffic to the website, yet increasing community’s awareness around bioeconomy and biotechnology, by engaging the right people and share the right content. In our analysis, we applied the five Whys (5Ws) methodology approach, which is summarised by the effort to define the why we need social media promotion of our platform, the target audience, the main theme and type of content, the specific social media platforms to share the content and the right timing to do so. This led to identify the strategy implemented to promote Biocontact, which is split into two categories, the overall social media strategy and the specific strategy for each social media application separately. The results indicated that Facebook has the biggest engagement of the three social media platforms and has the biggest potential to expand and create value for the page in the future. Overall, we concluded in that developing a social media strategy for an academic platform is an interesting but quite challenging process and includes numerous lessons learned, puzzles and Ithacas along the way.

Tjortjis, Christos

ihu