Business and Management INK

Want to Spread Your Message on Facebook?

October 1, 2012 1654

Dr. Linchi Kwok, Syracuse University

Editor’s note: We are pleased to welcome Linchi Kwok, assistant professor of Hospitality Management in the David B. Falk College of Sport and Human Dynamics at Syracuse University, whose research interests include social media and its business implications, organizational behavior, and service operations. Dr. Kwok and Dr. Bei Yu, also of Syracuse University, published “Spreading Social Media Messages on Facebook: An Analysis of Restaurant Business-to-Consumer Communications” on September 24 in Cornell Hospitality Quarterly.

***

Want to Spread Your Social Media Messages on Facebook?
This Study May Help

Being a phenomenologist and a practitioner of social media, I see Facebook as one of the most important means for B2C (business-to-consumer) communications. When a Facebook user likes, posts comments, or shares content with their Facebook credentials, an update will appear on this person’s wall, helping companies rapidly spread information. Thus, companies must pay close attention to Facebook users’ reactions to the messages they send on Facebook. Facebook users’ endorsement of a message can be very important in indicating the effectiveness of a company’s social media strategy.

Dr. Yu and I adopted the text mining techniques to identify the type(s) of Facebook that are endorsed (and thus propagated) by Facebook users. We analyzed 982 Facebook messages initiated by 10 restaurant chains and two independent operators, of which were among the top restaurants in terms of sales volume and number of Facebook fans. We found the following results: the “more popular” messages, which receive more “Likes” and comments, contain keywords about the restaurant (e.g., menu descriptions); the “less popular” messages seem to involve with sales and marketing. Dividing the messages into four media types (i.e., status, link, video, and photo), photo and status receive more “Likes” and comments. To dig further, we coded the messages into two message types, namely sales/marketing and conversational messages, which do not directly sell or promote the restaurants. As compared to sales and marketing messages, conversational messages receive more “Likes” and comments even though they only account for one third of the messages in this study. There is also a cross-effect of media type and message type on the number of comments a message received.

Based on the research findings, we outlined several detailed practical tactics in this paper to help companies improve their use of Facebook. Theoretically, the findings of this study provide ground work for developing a defined typology of Facebook messages and an automatic text classifier with the machine learning techniques.

***
Click here to read the article in the OnlineFirst section of Cornell Hospitality Quarterly. Follow this link to learn more about the journal and this one to receive e-alerts about newly published articles that provide timely and actionable prescription for hospitality management practice and research.

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

Keeping Qualitative Research Weird!
Business and Management INK
May 23, 2024

Keeping Qualitative Research Weird!

Read Now
Sometimes, We Do Need a Narcissist
Business and Management INK
May 21, 2024

Sometimes, We Do Need a Narcissist

Read Now
From Collision to Collaboration: Bridging University and Industry Relationships
Business and Management INK
May 17, 2024

From Collision to Collaboration: Bridging University and Industry Relationships

Read Now
Motivation of Young Project Professionals: Their Needs for Autonomy, Competence, Relatedness, and Purpose
Business and Management INK
May 14, 2024

Motivation of Young Project Professionals: Their Needs for Autonomy, Competence, Relatedness, and Purpose

Read Now
A Complexity Framework for Project Management Strategies

A Complexity Framework for Project Management Strategies

Contemporary projects frequently pose complexities that cannot be adequately tackled by the classical project management tradition. This article offers a diagnostic tool to help identify the type of complexity of a project and determine the most suitable strategy for addressing it.

Read Now
Bringing Theories into Conversation to Strategize for a Better World

Bringing Theories into Conversation to Strategize for a Better World

In this article, Ann Langley, Rikkie Albertsen, Shahzad (Shaz) Ansari, Katrin Heucher, Marc Krautzberger, Pauline Reinecke, Natalie Slawinski, and Eero Vaara reflect on the inspiration behind their research article, “Strategizing Together for a Better World: Institutional, Paradox and Practice Theories in Conversation,” found in the Journal of Management Inquiry.

Read Now
Exploring Discrimination Faced by Asian Nationals in the U.S. Labor Market

Exploring Discrimination Faced by Asian Nationals in the U.S. Labor Market

Amit Kramer, Kwon Hee Han, Yun Kyoung Kim, and Yun Kyoung Kim reflect on the hypotheses and observations that led to their article, “Inefficiencies and bias in first job placement: the case of professional Asian nationals in the United States.”

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Inline Feedbacks
View all comments