Interact with me on my terms: a four segment Facebook engagement framework for marketers

Abstract

Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities.

Keywords:

• Facebook
• engagement
• word-of-mouth
• branding
• qualitative

Notes

¹ GAP rolled out a new logo choosing to introduce it via their Facebook page. After a torrent of negative reactions posted by its customers, GAP redacted the new logo, and returned to the original within 48 hours.

Additional information

Notes on contributors

Monica Alexandra Hodis

Monica A. Hodis, PhD, is an assistant professor of Marketing at the St. John Fisher College School of Business in Rochester, NY. She holds a PhD in Business Administration specialising in Marketing. Her research explores consumer behaviour in the realm of social media, branding, haptics and gaming.

Rajendran Sriramachandramurthy

Rajendran Sriramachandramurthy, PhD, is an assistant professor of Marketing at the Saunders College of Business at the Rochester Institute of Technology, in Rochester, NY. He holds a PhD in Business Administration specialising in Marketing. His research is focused on the adoption, use and abuse of technology within a marketing context.

Hemant C. Sashittal

Hemant C. Sashittal (PhD, Business Administration, Syracuse University) is Professor of Marketing at the St. John Fisher College School of Business in Rochester, NY. His research interests include marketing strategy, implementation, product innovation and pedagogy.