En social mediestrategi for Salonen, en kulturcafé på Østerbro

Sofie Thomasen Rasmussen, Julie Forsberg Høj, Simone Maria Bovien & Janni Dam Mortensen

Studenteropgave: Bachelorprojekt


Social media platforms have become an essential asset in the marketing of a business and their products. Not all businesses manage to properly brand themselves with their target group in mind. This bachelor’s thesis examines how to plan and elaborate a social media strategy for a business, which has failed in communicating and reaching their preferred target group through social media. During this project we have collaborated with a café, Salonen, located in the area of Østerbro in Copenhagen. Salonen’s main purpose is to combine art, culture and organic principles. Through a personal interview with the owner, we have found that she has the ambition to reach more young customers, which she has not succeeded in. We have interviewed a focus group consisting of six young students in the age of 23-28 located in Østerbro. Based on their answers and Lisbeth Klastrup’s theory, we have chosen Instagram as the primary platform to execute the strategy. With theories by Kim Schrøder, Roland Barthes and Brenda Dervin, we analysed the respondents’ reception of Salonen’s existing Instagram logo, pictures and profile text. We found that there were several deficiencies in the café’s communications. We can conclude that Salonen’s social media strategy needs multiple adjustments, before it will succeed. First and foremost Salonen needs Instagram photos of high quality with a connecting thread. The photos should illustrate young people, coffee and simplicity in order to catch the Instagram user’s attention. We have learned that Salonen should upload photos to Instagram regularly thus the cafés appearance in the users feed is consistent. Finally we learned that Salonen should always be online to interact with young users on Instagram, so their relationship to the young target group strengthens. We can conclude that the social media strategy, that we have developed for Salonen has worked. We have increased the number of Instagram followers by 4,2 times which corresponds to 319 percent.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato25 maj 2017
Antal sider47
VejledereLene Palsbro


  • social mediestrategi
  • kulturcafé
  • Instagram
  • Facebook
  • Bollemodel
  • Kommunikation
  • sociale medier
  • mediereception
  • fokusgruppeinterview