Generating ‘likes’: an interactional study of Facebook messages between brand and customer
Nowadays companies increasingly use social media to advertise their products and promote their brands. Through sites such as LinkedIn, Facebook or Twitter, companies aim to generate ‘likes’, create ‘followers’ or have people ‘talking about’ or ‘retweet’ the post, the video or the ad. In other words, companies aim to create online interaction with its customers and also allow customers to interact with each other. Little research demonstrates how such interaction takes place and what constitutes (un)successful interaction.
In a new research project in cooperation with a social media agency, we analyze how effective interaction takes place online. By effective interaction we mean posts that generate a high amount of interaction. Specifically, we analyze the Facebook interaction of the top 10 social media brands (www.pagemonitor) in the Netherlands and their Facebook followers. We analyze the interactions based on the actions that are performed by the participants.
The goal of the project is to find out how we can apply conversation analytic methods in this semi-institutional, computer mediated setting. Specific attention will be paid to how actions are accomplished when multiple audiences are collapsed into a single context (Marwick & Boyd, 2011) and which actions generate high interaction traffic. Moreover, the analysis will result in guidelines for the social media agency to generate successful interaction on Facebook.
Marwick, A.E. & Boyd, D. (2011). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society Online, 13(1), p. 114-133.