Valeria Mascetti’s thesis, completed by the graduate on February 20, 2024, in Communication Sciences, is rooted in a preliminary observation preceding the start of a case study whose main objective was to enhance the social media visibility of a SME in the ICT sector: Romars S.r.l.
Practical experience allowed me to explore the world of SMEs in the sector, enabling me to identify potentially effective strategies for these types of companies that enhance social media visibility in an era where these platforms are crucial for success.
Thanks to the observation, initiated and carried out precisely through the tool of social media, I was able to organize an effective communication campaign, profitable for Romars.
The research was based on the analysis of 24 SMEs, identified through LinkedIn and specific filters, in relation to 8 social media platforms selected based on the hypothesis of affinity that this type of company could have with them.
Considering, therefore, the website, blog, LinkedIn, Facebook, Instagram, X, YouTube, and TikTok, it was concluded that communication strategies for SMEs’ web visibility focus on the website and LinkedIn, which I then examined in detail.
Space was also dedicated to YouTube, as it emerged that, although it is not one of the most widely used social media platforms by SMEs, it is a platform in use among them, innovative, and with potential for development.
The results were useful and necessary for proposing the communication strategy within the SME, which I built precisely on the three platforms just mentioned.
Managing the website, LinkedIn, and YouTube led to significant improvements in terms of views and new visitors to the website, as well as followers and interactions on LinkedIn, meticulously monitored throughout the chapters.