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1 Introduction Social Media has been a hot topic for over the last few years and it is now not only the tools people use to be social, but also to make ends meet. This chapter will briefly guide the reader through general reasons-why to the details on how possible Instagram can be a key asset for Valona Design. 1.1 Background There are 487 Instagram photos uploaded each and every single second, around 43 mil- lion photos uploaded every single day (Internet Live Statistics 2016). It was predicted that 48, 8% of US companies will use Instagram for marketing activities in 2016 and will jump to 70, 7% by 2017 (Emarketer 2016). The world of marketing is changing rapidly every single second passing by and technology is dominating our lives. In order to keep up the pace, marketers must have strong mind, wide knowledge and most importantly, flexibility to the marketing movements. From the company’s perspective, social media will become one of the most valuable as- sets not only in marketing department but also in the academic viewpoints. Social Media Command Centers have been established and developed in the big corporations such as Salesforce, Dell, Cisco and so on. Social media is currently so much more effective than the conventional marketing for the last 6000 years because of two-way communication. It is no longer pontificating. Listening first, understanding the conversation and speaking fast is social media marketing nowadays. (Lon 2012, 5-6.) For the customers, they want it to be personalized. “They want to be educated by, hear their news from, and get their product reviews by people they know and trust” (Safko 2012, 05). Therefore, social media has a great impact on our decisions, it is everywhere, and it is not real but real. It is a part of our lives. Valona Design as a jewelry and decorations company based in Helsinki, Finland, found social media, more specifically, Instagram, such a potential advantage for the company since early stages. However, as stated, the world of marketing is changing every day, it is challenging to follow up and even harder to become a trend setter and eventually make the brand stronger and expand the business wider. Therefore, researching, implementing the project together, evaluation of the process is of importance as a result for Valona De- sign for better branding and future steps into the international business world. 1PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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