Using Social Media to Reach Consumers: A Content Analysis of Official Facebook Pages

摘要: ABSTRACTWhen discussing advertising and marketing strategy today the discussion would be incomplete without considering use of social media. What is media why should companies establishing a presence in media? The number people who always growing rapidly. Given this tremendous growth, are scrambling to try figure how utilize reach millions consumers it on daily basis. This paper examines their by content analyzing official Facebook pages 70 global brands. It appears that have recognized need establish but variety approaches with pages.INTRODUCTIONWhen Social refers "online tools where content, opinions, perspectives, insights, can shared ... (and) at its core about relationships connections between organizations (Nair, 2011, p. 45). These include blogs, widgets, boards, wikis, vlogs (video logs), consumer product rating sites, chat rooms, network sites. becoming increasingly widespread popular consumers. which focus study, allow users create profiles site, post information share communicate other site (Kaplan & Haenlein, 2010). As July claims over 750 million members terms activity "There 900 objects interact (pages, groups, events community pages), average user connected 80 pages, groups , creates 90 pieces each month more than 30 billion (web links, news stories, blog posts, notes, photo albums, etc.) month." (www.facebook.com). Linkedin had 100 worldwide as 2011 (www.linkedin.com).Social changing individuals other. highly interactive process others (Aula, also spend time. Consumers accessing desktops, laptops, mobile devices. unstructured focused generating conversation building may an influence purchase decisions 2011).While academic research exists individual there has not been extensive what actually doing Parise et. al. (2008) interviewed executives generate some suggestions get best results from Jansen (2009) evaluated posts or "tweets" micro-blog Twitter corporate accounts discovered purchases influenced web communications They recommend microblogging opportunity for brands developing customers. Colliander Dahlen (2011) compared reactions blogs online magazines found exposed stronger brand attitudes higher intentions. Phan investigated thirteen luxury fashion determine if having perceptions determined no impact intentions reputation. …