Social media metrics analytics: Study on B2C fan pages

• Main Authors: Rahman, Zoha, Suberamanian, Kumaran, Zanuddin, Hasmah, Moghavvemi, Sedigheh, Md Nasir, Mohd Hairul Nizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2017
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.um.edu.my/18120/1/All.pdf; http://eprints.um.edu.my/18120/
• Institution: Universiti Malaya

One of the most prominent way of connecting with customers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products contents and publish regularly postings on these pages. Customers will respond differently to these postings. In determining the efficiency of social networking sites, marketers are analyzing metrics to calculate the engagement rate (e.g. number of comments/share and likings in fan pages). The study applied Pseudo-theories and analyzed a total 3543 brand posts from 19 of the most popular B2C (Business to Consumer) fan pages of Malaysia. 12 months' worth of data (From September 2015- August 2016) were collected for analyses, which were available online from the Brand's fan pages. The Fan-page content was analyzed using Netnography and Cross Section Regression of the EVlEWS 9 software for its impact on multiple contents upon user's engagement actions. The study explored the descriptive statistics of online user's engagement actions, or PTA (People Talking About) metrics, and the findings specifY that the diversity of diflerent posts influences the number of comments, likes, and the number of shares differently. Our research explored the fact that not all contents are suitable for enhancing the number of likes, they increase the number of shares and comments, and vice versa. The findings of the study will allow e-marketers to update informational analyses upon the effectiveness of the posted contents and descriptive idea on users' preferred actions.