The aim of this functional Bachelor’s thesis project was to create a social media guide for Spice Ice, an ice cream parlour chain. Spice Ice can use the guide to get started with social media marketing, content production on existing social media channels and to ensure that marketing is consistent across its ice cream parlours. The topic originated from the need to increase social media marketing in the Spice Ice ice cream parlour chain.

The guide includes guidelines for using social media, ideas for content marketing and tools for marketing. With the client, the guide is limited to social media channels Facebook and Instagram. These are currently the best channels to reach the right target groups. The guide is attached to the thesis.

The knowledge base of the thesis is divided into two parts. The first part deals with marketing and social media. The second part deals with the selected social media channels.

The research methods used were a survey and an interview. The survey and the group interview was used to gather information on the current state of social media use in the Spice Ice ice cream parlour chain and to gain new perspectives for the guide. The results show that social media marketing skills could be developed, which confirmed the need for the guide. Advice was needed on content production as well as setting up social media channels. The results of the survey and interview were used as a basis for creating the guide. The guide could be further developed in the future by making a next-step guide in content marketing or turning it into a training package.