How to Create Brand Engagement on Facebook

摘要

Over the last few years, brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question we asked was whether some brand content creates more brand engagement on Facebook than others. Looking for answers, we coded more than 1,000 wall posts from 98 global brands, hoping to gain a better understanding of how different wall-post attributes impact the number of "likes," comments and "shares" a post receives.