Social media and the transformation of brand communication

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Conference Proceeding

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In this paper, we examine the ways brands communicate via social media. Using a content analysis, we analyzed 44 of the world's largest brands according to Interbrand to discover the way they communicate through Facebook wall posts and Twitter. We observed some brands are doing a great job creating an interesting environment by posting content specifically to the brand community, but many brands could benefit from creating a more participative and engaged environment in both Facebook and Twitter, as well as being more responsive to their fans. These fans expect they can develop personal relationships with brands on social media. Maintaining an engaging and responsive environment will become increasingly important for those who want to be at the forefront of the social media revolution and reap benefits such as brand loyalty and trust of healthy and engaged brand communities. Copyright © 2013 ACM.

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Proceedings of the 17th International Academic MindTrek Conference: "Making Sense of Converging Media", MindTrek 2013

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