Social media content's effect on engaging with brand followers: A content analysis on brand's Facebook posts

Today, most of the brands use social media for different marketing purposes. The reason of intensive social media use by brands are resulted from the advantages provided by this platform. In order to benefit from these advantages, brands need to have a content strategy. In this context, with the right content strategy social media could be much more effective tool for brands. This study aims to determine which type of contens are shared most by brands and which of these contents have better established consumer engagement. As a sample of the study 50 brands were selected which have official account on Facebook. Researcher has coded and analyzed the content of the 778 brand posts. As a research method content analysis was utilized. According to results of the research, corporate information (81,7%), indirect call to purchase (13,1%), the brand's views on a particular event or phenomenon (49,4%), product itself (66,6%), acquisition (23,8%) and text (%99,6) were the most used content types in their categories. Although consumer engagement ratios, which express the interaction of consumers with brands in social media, are at low level in the general sense, tool or ingredient (29,33%), call to share (75%), official holidays (30%), product testing (33,3%), achievement, (50%) and hashtag (25%) are the most engaging criterias in their categories. The results also show that, the most successful sector in engagement is fast moving consumer goods.