A framework for categorizing social media posts

Brand posts are concise and recurrent updates created by brands and sent out to their followers on social media. Brand posts play a crucial linking role by connecting brands to their customers and fans on a daily basis. Brand posts represent a rich form of communication that convey various brand mea...

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Autores principales:	Wondwesen Tafesse, Anders Wien
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2017
Materias:	social media marketing content marketing content strategy brand pages brand posts facebook Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/c4023143a23c46d2ac838de393820e86
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spelling	oai:doaj.org-article:c4023143a23c46d2ac838de393820e862021-12-02T10:44:30ZA framework for categorizing social media posts2331-197510.1080/23311975.2017.1284390https://doaj.org/article/c4023143a23c46d2ac838de393820e862017-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2017.1284390https://doaj.org/toc/2331-1975Brand posts are concise and recurrent updates created by brands and sent out to their followers on social media. Brand posts play a crucial linking role by connecting brands to their customers and fans on a daily basis. Brand posts represent a rich form of communication that convey various brand meaning and experiences using multiple media formats. Despite this, however, brand posts have not been subjected to formalized analyses in the literature. Accordingly, the purpose of this study is to conduct a formalized analysis of brand posts and propose a systematic framework to categorize them. With this aim, the study performed qualitative content analysis involving three interrelated coding procedures. First, the study reviewed the relevant literature to identify pre-existing coding categories (deductive coding). Second, the study drew together systematic inferences from a purposive sample of brand posts (n = 371) to derive new coding categories (inductive coding). Finally, the study implemented a double-coding procedure on a probabilistic sample of brand posts (n = 249) to validate the initial coding categories (validation coding). Together, the three coding procedures produced 12 exhaustive and mutually exclusive categories of brand posts. The proposed categorization offers a comprehensive framework to think about brand posts. For marketers, it provides guidance to create the stream of content necessary to stimulate daily customer interaction on social media. For researchers, it offers a solid conceptual foundation to categorize, code and model brand posts.Wondwesen TafesseAnders WienTaylor & Francis Grouparticlesocial media marketingcontent marketingcontent strategybrand pagesbrand postsfacebookBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 4, Iss 1 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	social media marketing content marketing content strategy brand pages brand posts facebook Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	social media marketing content marketing content strategy brand pages brand posts facebook Business HF5001-6182 Management. Industrial management HD28-70 Wondwesen Tafesse Anders Wien A framework for categorizing social media posts
description	Brand posts are concise and recurrent updates created by brands and sent out to their followers on social media. Brand posts play a crucial linking role by connecting brands to their customers and fans on a daily basis. Brand posts represent a rich form of communication that convey various brand meaning and experiences using multiple media formats. Despite this, however, brand posts have not been subjected to formalized analyses in the literature. Accordingly, the purpose of this study is to conduct a formalized analysis of brand posts and propose a systematic framework to categorize them. With this aim, the study performed qualitative content analysis involving three interrelated coding procedures. First, the study reviewed the relevant literature to identify pre-existing coding categories (deductive coding). Second, the study drew together systematic inferences from a purposive sample of brand posts (n = 371) to derive new coding categories (inductive coding). Finally, the study implemented a double-coding procedure on a probabilistic sample of brand posts (n = 249) to validate the initial coding categories (validation coding). Together, the three coding procedures produced 12 exhaustive and mutually exclusive categories of brand posts. The proposed categorization offers a comprehensive framework to think about brand posts. For marketers, it provides guidance to create the stream of content necessary to stimulate daily customer interaction on social media. For researchers, it offers a solid conceptual foundation to categorize, code and model brand posts.
format	article
author	Wondwesen Tafesse Anders Wien
author_facet	Wondwesen Tafesse Anders Wien
author_sort	Wondwesen Tafesse
title	A framework for categorizing social media posts
title_short	A framework for categorizing social media posts
title_full	A framework for categorizing social media posts
title_fullStr	A framework for categorizing social media posts
title_full_unstemmed	A framework for categorizing social media posts
title_sort	framework for categorizing social media posts
publisher	Taylor & Francis Group
publishDate	2017
url	https://doaj.org/article/c4023143a23c46d2ac838de393820e86
work_keys_str_mv	AT wondwesentafesse aframeworkforcategorizingsocialmediaposts AT anderswien aframeworkforcategorizingsocialmediaposts AT wondwesentafesse frameworkforcategorizingsocialmediaposts AT anderswien frameworkforcategorizingsocialmediaposts
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A framework for categorizing social media posts

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