2013 | nr 150 La société de l'information : perspective européenne et globale : la société de l'information et ses enjeux pour les entreprises | 97--108
Brand Engagement on Facebook Based on Mobile Phone Operators' Activity Within Four European Countries
Community is a potent strategy if it is approached with the right mind-set and skills. A strong brand community increases customer loyalty, lowers marketing costs, authenticates brand meanings, and yields an influx of ideas to grow the business. Through commitment, engagement, and support, companies can cultivate brand communities that deliver powerful returns16. The findings of the study conducted by the authors show that most operators has the interactive Facebook pages and users can receive answer to their question in the reasonable time. Brand Engagement rates are the highest in Germany, France and Poland take the second place with quite similiar results, whereas England has definitely the lowest rates. Apart from this ranking, the overall level of engagement rate is low in comparison to the amount of fans, each fan page has. It means that brand strategies on Facebook should be improved to engage fans. Further studies might indicate reasons of this outcomes and engagement rates comparison in other sectors. What can be concluded according to this article is that although Facebook is the global platform, brand engagement rate within communities in the mobile network area is rather differentiated among countries and networks' brands. Using social media to build brand loyalty seems to be the upcoming challenge for all companies and the presence on Facebook should be taken seriously. (original abstract)
- Arnold M.J.: Optimizing Facebook Engagement: The Timing of Posts, http://www.socialmediatoday.com/morgan-j-arnold/597966/optimizing-facebook- engagement-timing-posts (10.07.2012).
- Beuker R., Abbing E.R.: Two Faces of Social Media: Brand Communication and Brand Research. "Issue Design Management Review" March 2010, Vol. 21, Iss. 1.
- Blumler J.G., Katz, E.: The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage, Beverly Hills, CA 1974.
- Bodnarchuk R.: Top 4 Reasons Why Users "Like" Brands on Facebook, http://www.n5r.com/blog/bid/112552/Top-4-Reasons-Why-Users-Like- Brands-on-Facebook (17.01.2013).
- Bullas J.: What 3 Content Types Drive the Most Interaction on Facebook? http://www.jeffbullas.com/2011/10/10/what-3-content-types-drive-themost- interaction-on-facebook.
- Chaney P.: Understanding the 6 Facebook Post Types, http://www.practicalecommerce. com/ articles/3680-Understanding-the-6-Facebook-Post-Types (8.01.2012).
- Claveria K.: Facebook Study Reveals Optimal Message Length and Other Best Practices, http://www.kcclaveria.com/2012/05/facebook-studio-study/ (21.05.2012).
- Constine J.: Study: Facebook Pages Shouldn't Post More Than 1x Every 3 hours, http://www.techcrunch.com/2012/01/17/how-often-should-facebook-pagespost/ (17.01.2012).
- Cvijikj Pletikosa I., Michahelles F.: Online Engagement Factors on Facebook Brand Pages. Social Network Analysis and Mining, Springer, 2013.
- Fournier S., Lee L.: Getting Brand Communities Right. "Harvard Business Review" April 2009.
- Harris L., Dennis Ch.: Engaging Customers on Facebook: Challenges for e-retailers. "Journal of Consumer Behaviour" 2011, 10.
- Heinonen K.: Consumer Activity in Social Media: Managerial Approaches to Consumers' Social Media Behavior. "Journal of Consumer Behaviour" 2011, 10.
- Kalehoff M.: Rising Value of Facebook Brand Fans Validates Social Marketing Investment, http://www.syncapse.com/rising-value-of-facebook-brand-fansvalidates- social-marketing-investment/