An analysis of Facebook posts

Abstract

Nowadays social media takes an important role in building brands. Social media Marketing has become the strong tool in Marketing strategy for businesses. This study investigates which content types and media types a company called TIKI posts on their Facebook fan page. The purpose is to show how the case company interacts with their followers. The theoretical framework presents the features of social media marketing, especially on Facebook. Additionally, the concepts of content type, media type and customer engagement are explained in the literature review. The case company’s Facebook fan page is analyzed by conducting a content analysis of posts. The most frequently posted content is promotional and a photo is the most frequently posted media type. Besides that, some very specific content of each post is the main reason to keep customers to review and engage with the posts.