1 Introduction.................................................................................................................. 1
2. Problem Definition..................................................................................................
2.1 Research question
3. Research Design
3. 1 Secondary Research Design
3.1.1 Social Listening System
3.2. Primary Research Design........................................................................
3.2.1 Development of a Questionnaire..............................
3.2.2 Development of a Focus Group.........................
4. Conclusion......................................................................................................
5. Reference List...................................................................................................
6. Affidavit.........................................................................................
7. Appendix.................................................................................................

1. Introduction

Social Media has made a huge impact to the entire world and not just to internet marketers. It changed the way in which we communicate – both personally and professionally. In the time before the development of the various social media platforms, the classical mass medias like Television, Radio and Newspapers were great tools to reach a huge audience. But these were tipically one way channels. You could reach out to people via these channels, but the audience was not able to respond to the sender and additionally the people could not communicate with each other via these channels. Today social media is the most important communication tool to reach young target groups and it calls for new marketing strategies. One technology which changed this even further is the mobile phone. The speed of communications has dramatically