Social media and the transformation of brand communication

William Ryan, Adam Peruta, Suzanne Chouman

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Scopus citations

Abstract

In this paper, we examine the ways brands communicate via social media. Using a content analysis, we analyzed 44 of the world's largest brands according to Interbrand to discover the way they communicate through Facebook wall posts and Twitter. We observed some brands are doing a great job creating an interesting environment by posting content specifically to the brand community, but many brands could benefit from creating a more participative and engaged environment in both Facebook and Twitter, as well as being more responsive to their fans. These fans expect they can develop personal relationships with brands on social media. Maintaining an engaging and responsive environment will become increasingly important for those who want to be at the forefront of the social media revolution and reap benefits such as brand loyalty and trust of healthy and engaged brand communities.

Original languageEnglish (US)
Title of host publicationProceedings of the 17th International Academic MindTrek Conference
Subtitle of host publication"Making Sense of Converging Media", MindTrek 2013
PublisherAssociation for Computing Machinery
Pages146-153
Number of pages8
ISBN (Print)9781450319928
DOIs
StatePublished - 2013
Externally publishedYes
Event17th International Academic MindTrek Conference: "Making Sense of Converging Media", MindTrek 2013 - Tampere, Finland
Duration: Oct 1 2013Oct 4 2013

Publication series

NameProceedings of the 17th International Academic MindTrek Conference: "Making Sense of Converging Media", MindTrek 2013

Other

Other17th International Academic MindTrek Conference: "Making Sense of Converging Media", MindTrek 2013
CountryFinland
CityTampere
Period10/1/1310/4/13

Keywords

  • Audience engagement
  • Brand communication
  • Brand communities
  • Social media

ASJC Scopus subject areas

  • Computer Networks and Communications

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