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Engaging Consumers: A Content Analysis of Facebook Wall Posts
AuthorLongley, Danielle M.
JournalismWorld Languages and Literatures
AltmetricsView Usage Statistics
Social media are changing the way we communicate, and the way we do business. Social networking platforms offer businesses the opportunity to interact with their audiences in a peer-?to-?peer environment generating more trust than with traditional one-?way communications. As today’s most prominent social network, Facebook allows businesses to establish fan pages where they can join the conversationand targetcurrent and potential consumers. Knowing what consumers respond to helps businesses generate effective conversations. This research study examines the message content of wall posts for the five top Facebook product-? marketing campaigns. It looks at the components of each message -text, photo, video, and links - and tracks the correlating audience engagement. The higher the audience engagement, the more successful the message is. Social media strategy includes multiple aspects, but content is very important. Businesses can use the results of this study as a guide for developing and implementing successful content strategy on social networks.