Way to an Engaging Brand Post: Case Study Savanni.com Facebook Brand Page
Seoudi, Aladin (2019)
2019
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2019051910541
http://urn.fi/URN:NBN:fi:amk-2019051910541
Tiivistelmä
In this world of growing social media usage, companies need to adopt social media strategies to create relationships with consumers. This study aims to investigate what features of brand posts enhance engagement on Facebook page. The goal is to identify what kind of post is most effective in drawing fans to like, comment on or share it. The purpose is to improve communication quality on Facebook using brand-initiated communication.
The literature review explains the importance of social media and sheds light on the background of this study. The concepts of engagement, content type and media type are presented through existing literature and previous studies.
This study employs case study research design. The case company and the researcher’s role in it is introduced to understand the background and need for this study. The data were collected by netnography method from SavanniCom’s Facebook page. The data were collected over a period of one year from April 1, 2017 until March 31, 2018. The brand page was tracked for that period and the analysis is based on total 108 posts made by brand during this period.
The results indicated that different media and content type of posts can be successful in terms of engagement, depending on the various characteristics of content of the brand post itself. The findings indicate that creating a successful Facebook brand post requires taking into consideration multiple various factors. The way to an engaging brand post has three steps: preparing an engagement strategy, creating content that is vivid, brand-related and appealing to target audience and finally, preforming monitoring of the content to determine the most efficient characteristics of the brand post.
The literature review explains the importance of social media and sheds light on the background of this study. The concepts of engagement, content type and media type are presented through existing literature and previous studies.
This study employs case study research design. The case company and the researcher’s role in it is introduced to understand the background and need for this study. The data were collected by netnography method from SavanniCom’s Facebook page. The data were collected over a period of one year from April 1, 2017 until March 31, 2018. The brand page was tracked for that period and the analysis is based on total 108 posts made by brand during this period.
The results indicated that different media and content type of posts can be successful in terms of engagement, depending on the various characteristics of content of the brand post itself. The findings indicate that creating a successful Facebook brand post requires taking into consideration multiple various factors. The way to an engaging brand post has three steps: preparing an engagement strategy, creating content that is vivid, brand-related and appealing to target audience and finally, preforming monitoring of the content to determine the most efficient characteristics of the brand post.