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n the age of digital networking, social media has developed into a central tool that is reshaping the communication landscape. This bachelor thesis evaluates the growing importance of social media for farm stores, with the aim of examining the potential of social media for farm stores and identifying effective approaches. Key research
questions guide the investigation, addressing aspects such as target groups, design criteria, social media platforms, customer acquisition and distinctions from supermarkets. By employing a mixed-method approach, qualitative expert interviews and a quantitative online survey were conducted to gain insights into the specific criteria
for effective social media content and to analyze the characteristics of the Hoffreunde farm store's target audience. The results highlight the paramount role of target audience analysis in formulating a focused social media strategy. Thereby, essential design criteria
include the creation of authentic posts that elucidate product origins, fostering trust, a pivotal advantage over large supermarkets. In conclusion, social media has the potential to positively impact farm stores by enhancing visibility and fostering customer loyalty.