Page Not Found

Try searching for the page you're looking for:

New in Marketing

Marketing

How to Drive Customer Satisfaction

Product selection is one of six significant drivers of customer satisfaction for e-retailers.

Marketing

Why Managing Consumer Privacy Can Be an Opportunity

Managing consumer data courteously can be a way to build a good relationship with customers.

Marketing

The Myth About Viral Marketing

Viral marketing is an appealing idea, but it doesn’t describe how online adoption usually happens.

advertisement

Sponsored Download

SAS

SAS brings you a free MIT Sloan Management Review preview article on how technology is changing the retail landscape.

Competing in the Age of Omnichannel Retailing

Competing in the Age of Omnichannel Retailing

Recent technology advances in mobile computing and augmented reality are blurring the boundaries between traditional and Internet retailing, enabling retailers to interact with consumers through multiple touch points and expose them to a rich blend of offline sensory information and online content. Retailers and their supply-chain partners will need to rethink their competitive strategies.

Download now »

advertisement

Growing Your “Likes”

How to Create Brand Engagement on Facebook

December 18, 2012 | Arvind Malhotra, Claudia Kubowicz Malhotra and Alan See

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

As it happens, the same types of posts that were “liked” were often also shared — with a few interesting exceptions. Whereas length decreases the likelihood of being “liked,” length did not influence whether a post was shared. Additionally, there were no negative effects on “shares” for posts announcing contests, advocating social causes or asking questions. There were two types of posts that drove “shares” more than “likes.” First, while posts with video content were not “liked” more, they were shared significantly more than non-video posts. Second, whereas posts announcing deals did not receive high “like” totals, these posts were shared much more often. It seems as if consumers chose to share attractive deal information rather than indicating appreciation.

Regardless of whether a Facebook fan “likes,” comments, shares or does some combination thereof, engagement through Facebook is becoming a critical element of any organization’s marketing strategy. An opportunity exists to leverage wall posts more effectively to generate greater propagation and richer conversation — and to convert more consumers into brand advocates. In the highly networked social world we live in today, such brand advocates are priceless.

Improving Your Relationships With Customers

Marketers are always looking for best practices for putting customers first and building brand loyalty. These articles present new ways of thinking about customer development.

Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
advertisement