Social media marketing in the height industry: analysis of Polish companies' activity on Facebook in 2024

Abstract

In recent years, social media has become one of the key channels of marketing communication, and its role in shaping brand image and building relationships with audiences continues to grow. Alongside the dynamic development of online tools and changes in consumer behavior, it has become necessary to devise individual strategies tailored to the industry and the expectations of narrowly defined target groups. This is particularly important in the case of companies providing specialized technical services, such as industrial rope access, where communication requires a combination of expert knowledge and an appropriate form of message. The aim of this article was to analyze selected social media marketing (SMM) activities undertaken by companies in the industrial alpinism sector on Facebook. The following research question was posed: What communication methods in social media were employed by industrial rope access companies in 2024? To answer it, the methods of literature analysis and critique, media content analysis, and case studies were used. The conducted study made it possible to assess the level of advancement of the adopted strategies, including the low effectiveness of audience interaction and the lack of compatibility of activities with current trends in online marketing.