The main purpose of this study was to create a development plan for Helsinki Book Fair on how to use the social media for marketing. The Helsinki Book Fair is a book and publishing event organized annually by the Finnish Fair company.

The Helsinki Book Fair is the biggest book event in Finland measured by its costumer volume and median attraction. In 2010 the event was held for the tenth time. Helsinki Book Fair wanted to develop the use of social media in order to increase customer marketing. The purpose was to find out how to make use of the Internet book groups, blogs and Facebook for marketing use. The Helsinki Book Fair also wanted to discuss the future possibilities of the use of social media.

This study was a qualitative one. Based on the theory of content analysis the social media services applied by the Helsinki Book Fair were discussed. The analysis was based on the reference literature. Also the use of social media services at the Helsinki Book Fair and the international level of book rairs (across Europe) were compared. With the help of content analysis the potential of the social media as means for marketing was pointed out. The analysis revealed to the Helsinki Book Fair what needs to be developed in the use of social media for when used for marketing.

In the end of this study there will be some suggestions on how the Helsinki Book Fair can improve their use of social media services.