Article 5 Popularity of Brand Posts on Brand Fan Pages

Question 1

What is being studied?

Answer 1

Which factors drive brand-post popularity.

Question 2

Why is this important to study?

Answer 2

Because it can help brand managers understand which characteristics of content they should place in brand posts.

Question 3

How and where is this research conducted?

Answer 3

Twitter-data was gathered from 11 international brands that posted between 2010 and 2011.

The number of likes and comments were gathered and compared to the post’s characteristics.

Question 4

What are the main findings?

Answer 4

• Question and entertainment have a negative impact on the number of likes.
• Positioning the post on top of the brand fan page increases popularity.
• Keeping the post longer on top results in more comments.

Question 5

What are the limitations?

Answer 5

• Only one social networking site was used (Twitter).
• Research did no include how you can turn customers into brand fans.
• Research did not include dynamic aspects such as timing (when to post) and people’s reaction time.