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Establishing the Strategy Development Process in Business-to-Business Social Media Marketing: Designing a LinkedIn Strategy, Which Focuses on Targeting German Business Partners in the Sport Industry, for the Strasbourg Campus of the AMOS Sport Business School

  • Today, in an increasingly digitalized world, the Internet and social media allow for connection on a global scale. Companies utilize social media for their business-to consumer and business-to-business marketing activities. This paper focuses on establishing a LinkedIn strategy development process in business to-business social media marketing for the AMOS Sport Business School in Strasbourg, which is seeking new partnerships with partners from the German sport industry, who will bring added value to the school. To answer the research questions, interviews were conducted with six experts who either came from the business-to business marketing sector or worked at or on behalf of LinkedIn. Based on the interviews, the focus was on determining key components for a LinkedIn strategy. The results highlighted four reasons for choosing LinkedIn: the presence of a national and global target group, the seriousness of the content and users, the importance of LinkedIn presence for company marketing, and LinkedIn’s use as a recruitment tool. Seven key components of a LinkedIn strategy were identified: “definition of goals,” “target group identification,” “adaptability and agility,” “content creation approach,” “employees’ integration,” “LinkedIn monitoring,” and “LinkedIn algorithm.” Special attention must be paid to the fourth, fifth, and seventh components, which can influence each other. The research made it possible to determine how to develop the strategy successfully by paying particular attention to LinkedIn’s algorithm, which can be “artificially” influenced by employees’ LinkedIn engagement activities, thereby resulting in a more successful strategy. Such a chain reaction can be initiated at the content creation stage by observing the eight elements of “content creation approach”: “generation of a high level of engagement with published content,” “language,” “relevant and authentic message,” “up-to-date content,” “hashtags,” “time and frequency,” “selection of the appropriate type of content,” and “content distribution plan.” An AMOS Strasbourg LinkedIn strategy was developed, along with recommendations for action for each component. Investment in the sales navigator was highlighted, as it facilitates target group identification and therefore provides a higher guarantee of success for the LinkedIn strategy when used in conjunction with the other key components. The strategy’s organization and implementation was accompanied by a content guideline and content distribution plan so that AMOS Strasbourg’s strategy can achieve positive results.

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Author:Marielle Huchler
Advisor:Markus Hoch
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/02/28
Release Date:2022/06/20
Tag:LinkedIn strategy development process; Social media marketing
Page Number:322
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt