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Title:
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BEST PERFORMING BRANDS ON SOCIAL MEDIA: CONTENT ANALYSIS OF TOP MANUFACTURERS FACEBOOK BRAND PAGES |
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Author(s):
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Matthieu Corthésy |
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ISBN:
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978-972-8939-72-4 |
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Editors:
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Piet Kommers, Pedro Isaías and Nik Bessis |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Facebook; social media; content analysis; social network sites; SNSs; manufacturer brands |
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Type:
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Full Paper |
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First Page:
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13 |
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Last Page:
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20 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The aim of this article is to identify the features frequently used by best performing brands on Facebook to determine what type of content and strategies are successful on this social media platform. Second objective is to evaluate distinctive strategies among manufacturing companies division. A content analysis of the top 50 manufacturing companies Facebook brand pages in terms of number of fans was conducted. Findings reveal that manufacturers brands are homogeneous with respect to their social media strategies. Successful companies look for synergies with website and real-life events to increase their number of fans. In most followed Facebook pages, user generated content is an important element of this success, especially for beverages brands. Components related to products and contests are largely applied by manufacturers brands. This research has direct implications for brands who want to implement strategies dedicated to Facebook by understanding the strategic elements of successful Facebook pages. |
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