Hur används insikter från sociala medier i det strategiska innehållsarbetet inom marknadsförings- och reklambyråer

Sammanfattning

The purpose of this study is to analyze how marketing and advertising agencies use and interpret insights from social media. The purpose is also to see how these are integrated into strategic decisions within content work. This study focuses on how platform data, KPI:s and professional judgment interact in agencies' practical work with social media and content strategy. The study has been conducted with a qualitative and interpretive research approach in the form of a multiple case study. The empirical data was collected through six semi- structured interviews with respondents from four different marketing and advertising agencies in Sweden. The theoretical framework in the study is based on Social Media Marketing Strategy, strategic content work, Data-Driven Decision Making (DDDM) and also institutional theory. The result shows that insights from social media are used frequently in the agencies' work, mainly through KPI:s and performance data linked to reach, engagement, and conversions. Data is primarily used for monitoring and ongoing optimization of content and campaigns, while its use in long-term strategic planning is more limited. The study also shows that data is not used in isolation but is interpreted in relation to professional experience, target group understanding, creativity and customer requirements. The conclusion of the study is that insights from social media have an important role in strategic content work within marketing and advertising agencies, but that its use is characterized by a balance between data-driven working methods, professional judgment, and organizational conditions. Keywords: social media, strategic content work, marketing agencies, KPI:s, data-driven decision-making, content strategy.