Social Media Engagement Metric Analysis - "Study on Fan Page Content"

Zoha Rahman, Kumaran Suberamanian, Hasmah Zanuddin, Sedigheh Moghavvemi, Mohd Hairul Nizam Md Nasir

Abstract


Social Media is now determined as an excellent communicative tool to connect directly with consumers. One of the most significant ways to connect with the consumers through these Social Networking Sites (SNS) is to create a facebook fanpage with brand contents and to place different posts periodically on these fanpages. In measuring social networking sites’ effectiveness, corporate houses are now analyzing metrics in terms of calculating engagement rate, number of comments/share and likings in fanpages. So now, it is very important for the marketers to know the effectiveness of different contents or posts of fanpages in order to increase the fan responsiveness and engagement rate in the fan pages. In the study the authors have analyzed total 1834 brand posts from 17 international brands of Electronics companies. Data of 9 months (From December 2014 to August 2015) have been collected for analyses, which were available online in the Brand’ fan pages. An econometrics analysis is conducted using Eviews 9, to determine the impact of different contents on fanpage engagement. The study picked the four most frequently posted content to determine their impact on PTA (people Talking About) metrics and Fanpage engagement activities

Keywords


Social Media; Social Networking Sites; Social Media Content Analysis; Social Media Metrics Analysis; Online Marketing;

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References


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ISSN: 2180-1843

eISSN: 2289-8131