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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. According to different posts or contents placed on the fanpages, consumer responses in different ways. Usually users become fans of particular brand fanpages or put like, comments or keep sharing on particular posts of fanpages. These types of consumer activities in fanpages reflect brands' post popularity. Most importantly, in measuring social networking sites' effectiveness as well as analyzing metrics in terms of calculating engagement rate, number of comments/share and likings in fanpages play a vital role. 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 our study we have analyzed total 1325 brand posts from 17 international brands of Electronics companies. We analyzed the data of 9 months (From December 2015-August 2016) that are available online from Brand' fan pages. Finally we summarized the descriptive statistics of different posts in each Brand Fanpages.
Key words: Social media, Social networking sites, social media content analysis, social media metrics analysis, online marketing.
I. Introduction
In order to implement a successful social media marketing strategy, it is imperative to know and understand the user's behavior towards different posts on brand pages. It is important for the marketers to understand what types of contents motivate users to be engaged in a particular page. It is noticeable that users of the facebook fanpages tend to exhibit favorable brand related engagement and also contribute different brand promoting actions. Facebook brand pages is a current marketing tool and presently it is being unified as one of the chief components in the brand's marketing campaign to reach out to customers and fans. To keep the brand pages active and to promote the corporate fan pages it is vital to understand the behavior of the consumers online and marketers should also identify the motivational factors that encourage consumers to be engaged in fanpages. It is...