A Case Study of the Effects of Moderator Posts within a Facebook Brand Page

Social networks have become an additional marketing channel that could be integrated with the traditional ones, such as news and television media, as well as online channels. User participation as a main feature of the social networks imposes challenges to the traditional one-way marketing, resulting in companies experimenting with many different approaches, thus shaping a successful social media approach based on the trial-and-error experiences. Our study analyses the effects of moderator posts characteristics such as post type, category and posting day, on the user interaction in terms of number of comments and likes, and interaction duration for the domain of a sponsored Facebook brand page. Our results show that there is a significant effect of the post type and category on likes and comments (p < 0.0001) as well as on interaction duration (p < 0.01). The posting day has effect only over the comments ratio (p < 0.05). We discuss the implications of our findings for social media marketing.