Advertisement

A Case Study of the Effects of Moderator Posts within a Facebook Brand Page

  • Irena Pletikosa Cvijikj
  • Florian Michahelles
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6984)

Abstract

Social networks have become an additional marketing channel that could be integrated with the traditional ones, such as news and television media, as well as online channels. User participation as a main feature of the social networks imposes challenges to the traditional one-way marketing, resulting in companies experimenting with many different approaches, thus shaping a successful social media approach based on the trial-and-error experiences. Our study analyses the effects of moderator posts characteristics such as post type, category and posting day, on the user interaction in terms of number of comments and likes, and interaction duration for the domain of a sponsored Facebook brand page. Our results show that there is a significant effect of the post type and category on likes and comments (p < 0.0001) as well as on interaction duration (p < 0.01). The posting day has effect only over the comments ratio (p < 0.05). We discuss the implications of our findings for social media marketing.

Keywords

Web mining Facebook social media marketing 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Brandt, K.S.: You Should be on YouTube. ABA Bank Marketing 40(6), 28–33 (2008)Google Scholar
  2. 2.
    Palmer, A., Koenig-Lewis, N.: An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal 3(3), 162–176 (2009)CrossRefGoogle Scholar
  3. 3.
    Gordhamer, S.: 4 Ways Social Media is Changing Business. Mashable.com (2009), http://mashable.com/2009/09/22/social-media-business/
  4. 4.
    Boyd, D.M., Ellison, N.B.: Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication 13(1), 210–230 (2008)CrossRefGoogle Scholar
  5. 5.
  6. 6.
  7. 7.
    Lampe, C., Ellison, N., Steinfield, C.: A Face (book) in the crowd: Social searching vs. social browsing. In: Proceedings of the 20th Anniversary Conference on CSCW, pp. 167–170 (2006)Google Scholar
  8. 8.
    Joinson, A.N.: Looking at, looking up or keeping up with people?: Motives and use of Facebook. In: Proceeding of the Twenty-Sixth Annual SIGCHI Conference on Human Factors in Computing Systems, pp. 1027–1036 (2008)Google Scholar
  9. 9.
    Nazir, A., Raza, S., Chuah, C.N.: Unveiling Facebook: a measurement study of social network based applications. In: Proceedings of the 8th ACM SIGCOMM Conference on Internet Measurement, pp. 43–56 (2008)Google Scholar
  10. 10.
    Golder, S., Wilkinson, D., Huberman, B.A.: Rhythms of Social Interaction: Messaging within a Massive Online Network. In: International Conference on Communities and Technologies (2007)Google Scholar
  11. 11.
    Gjoka, M., Sirivianos, M., Markopoulou, A., Yang, X.: Poking Facebook: Characterization of OSN Applications. In: Workshop on Online Social Networks (2008)Google Scholar
  12. 12.
    Coon, M.: Social Media Marketing: Successful Case Studies of Businesses Using Facebook and YouTube With An In-Depth Look into the Business Use of Twitter. M.A. Thesis (2010), http://comm.stanford.edu/coterm/projects/2010/maddycoon.pdf
  13. 13.
    Harris, L., Rae, A.: Social networks: the future of marketing for small business. Journal of Business Strategy 30(5), 24–31 (2009)CrossRefGoogle Scholar
  14. 14.
    Li, C.: How consumers use social networks. Forrester Research Paper (2007), http://www.eranium.at/blog/upload/consumers_socialmedia.pdf
  15. 15.
    Agozzino, A.L.: Millennial students relationship with 2008 top 10 social media brands via social media tools. Office. Bowling Green State University (2010), http://gradworks.umi.com/34/05/3405748.html
  16. 16.
    Bolotaeva, V., Cata, T.: Marketing Opportunities with Social Networks. Journal of Internet Social Networking and Virtual Communities (2010)Google Scholar
  17. 17.
    Weston, R.: 7 Social Networking Strategies. Entrepreneur.com (2008), http://www.entrepreneur.com/technology/bmighty/article191312.html
  18. 18.
    Brown, J., Broderick, A.J., Lee, N.: Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing 21(3), 2–20 (2007)CrossRefGoogle Scholar
  19. 19.
    Haven, B., Vittal, S.: Measuring Engagement. Forrester Research Group (2008), http://www.adobe.com/engagement/pdfs/measuring_engagement.pdf
  20. 20.
    Sterne, J.: Social Media Metrics. How to measure and optimize your marketing investment. John Wiley and Sons, Hoboken(2010)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Irena Pletikosa Cvijikj
    • 1
  • Florian Michahelles
    • 1
  1. 1.Information ManagementETH ZurichZurichSwitzerland

Personalised recommendations