Strategic management of social media: How to design content on Facebook and Instagram to promote interaction from followers

Abstract: The usage of social networking sites is steadily increasing, setting higher demands on companies and their need to be present on social media. This study aims to examine how companies could design their content on Facebook and Instagram to promote interaction from followers. To be able to understand this the company Pantamera is used as a case in this study. Pantamera is responsible for the recycling of metal cans and PET bottles in Sweden, and are experiencing that their usage of strategies on social media is deficient. To answer the purpose, already existing theories of how to form a social media strategy and methods are examined. This is implemented through an online survey aiming to understand the target audience, and the results are used as a foundation for the design process. The designs are evaluated through interviews and the conclusion is that it is possible to design content on social media in order to promote interaction. Important to have in mind when creating content for interaction is its design, what platform it intends to be designed for and that the company should at all times communicate with their target audience on their terms.