Social media utility for engaging customer : company Z, Finland

Abstract

Using social media to post contents for brand communication and engagement purposes is a part of today’s business routine. Unfortunately, most restaurants are small businesses that lack the knowledge to successfully use social media to post their brand attributes brands and engage customers. The study examines the type of posts and brand attributes that a Finnish restaurant brand (Company Z) demonstrated on its Facebook page. Using Lepkowska-White et al.’s (2019) posts categorisation and Keller’s (1993) brand attributes framework, 101 Facebook posts were examined within one-year period. It was found that nineteen unique post types were implemented. Each one of the posts was either classified as product related or nonproduct related brand attributes. All the implemented post types attracted significant engagement from the Facebook customers/followers through Likes, Shares, Comments, and Views, except for the post type, Recruiting employee, that was not demonstrated. Although Video related posts attracted the most engagements, all posts were implemented using all four social media contents in Pictures, Texts, Video with Sound. A sound social media knowledge is required to effectively post quality social media posts to drive increased customer engagement.