The following is brief abstract of my dissertation: Purpose: The purpose of this research is to evaluate the impact of social networking sites on an organisation communication strategy, an Irish Butter company based in Dublin (Improper Butter). The research aims to highlight the potential social media has for the organisation.
Methodology: For the purpose of this thesis, a case study methodology was chosen.The data analysis is based on feedback from an in-depth interview with the co-founder of the company and two focus groups with members of the target market. The overall research approach is deductive in nature, as its main aim is to explore the previously researched phenomena’s from a new and a different perspective based on the literature review of this research.
Results: The findings of this study show the potential for market growth by implementing a structured communication strategy in order to gain a competitive advantage. This study has shown that social media has a huge impact of the case companies communication strategy. Social media is currently the main method of communication for the company and from this research, it has become evident, that if the company strategically use each platform they can reach a large portion of their target market.