Company content to engage the user on Facebook
DOI:
https://doi.org/10.24137/raeic.5.9.1Keywords:
Corporate Communication, Social Media Content, Facebook, Engagement, Corporate ReputationAbstract
This study examines how companies organize content on their Facebook pages to build relationships with their followers, and stimulate sharing, participation, dialogue, and involvement. We made a textual analysis of page sections and keyword posts to see how content matches the identity and the communicative style of organizations. The goal is understand what elements a company uses to be credible, and to establish and maintain relationships with users. Research was conducted on companies that have the greatest number of followers and the best reputation on social media. Though promotional qualities were central, even in content telling the story, identity and goals of the company, a fair amount of attention was also found to be given to the production of sections and texts. The results of this study can be a starting point and a useful interpretation for scholars and industry, in assessing the role of content in increasing loyalty.
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