FACEBOOK CONTENT ANALYSIS
OF BANKS OPERATING ON SLOVAK MARKET
Štefko R., Bačík R., Fedorko I.
Abstract: This article uses content analysis to identify the extent of users’ involvement in the corporate communication on the social network Facebook . This article focuses on the Facebook page s of the largest banking institutions operating in Slovakia -
Key words: social media, bank institution, social engagement.
Five years ago, social networks, as a part of the modern social media, were for marketers a new area of knowledge . Their importance to marketing activities is nowadays undeniable. Companies and organizations have finally realized the power of social media and increasingly implement this new tool into their marketing strategies . The popularity of social media sites is in recent years phenomenal . At the same time, social networking system provides space for marketing activities of organizations in a very sophisticated and effective way . Company profiles on social networks provide a space for users to discuss their favorite brand and they also create an effective platform – a communication channel for the implementation of marketing communication in an online environment .
According to Karlíček – Král (2011 ), the concept of social media can be defined as interactive online applications that encourage the emergence of informal user networks. Users then create and share in these networks different content , such as personal experience , opinions, videos, music or photos .
Regarding this, Kurtz (2011 ) adds that social media as a set of web applications allow you to create and share content among users. These are media that are designed for social interaction which include and shape new trends and applications . Cooperation with the online community brings benefits such as opportunity to use their opinions, ideas and knowledge on topics far beyond usual complaints about the product or service. Social media fundamentally altered how organizations communicate with each other , with communities and individuals .
An interesting view on the issue of social networks is presented by Olivier Blanchard (2011 ), who in his publication states that social networking is a communication tool, such as phone or email , which is used for the purpose of corporate actions including public relations , marketing, establishing leadership position, customer service and market research .
Byron and Broback (2006 ) define the narrower concept of social networking as a web service and together with Janouch (2011 ) ascribe it functions of maintaining connections , contacts , communication , sharing of information , multimedia content and photographs between users among which, according to Byron and Broback (2006 ) dominate students or graduates .
Social networks, as a part of social media, are in general service -
Social networks are, unlike social media , based on the interconnected social ties . These bonds can have several levels , from individual ( friends, family) to corporate or global ( Dijk, 2012) . It follows that social networks are inherently specific categories of social media .
According to Stern (2011), the above definitions can be complemented. He states that social media represent everything that allows anyone to communicate with anyone , in other words, it is a user-
We agree with Karlíček (2011 ), who perceives social media as a phenomenon of today, which appeared in the early 21st century , its essence is made of online applications that support the emergence of informal networks and allow the user to generate and share different digital content such as opinions , texts, links , photos, videos or music .
Based on the above, we can summarize the key features of social media (Bednár 2011; Tredaway 2011; Janouch 2010):
provide feedback, social media are not only a source of information, but you can also exchange and retrieve information , create bonds between members of social networks, are a place for the application of various types of advertising ,
help you acquire new customers, allow you to spread the reputation and feedback on products.
Just as social media , social networks also have their undeniable advantages and regularities that fulfill important marketing functions, which Cooper (2011 ) defines as :
Brand promotion -
Persuading potential customers about the benefits of the product -
After sale support
Problem solving and crisis communication .
We share Dunda
Social media marketing success goes hand in hand with the quality and possibilities these communication platforms offer their users . Facebook is one of the most important global social network which currently dominates the social media market with more than 728 million daily active users ( DAUs) -
This global trend has not spared Slovakia , where active users account to more than 2 million users , representing 37.6 % of the total population , which, in the case of the Internet population , represents 47.57 % ( Socialbakers, 2013) . Users
Social network, as a tool for customer support, should be seen as a suitable channel for communication with the target audience. This statement is supported by the results of the research focused on assessing companies
Following the above, the results of the research conducted by NM Incite (2012 ), which dealt with the implementation of research and analysis in the media, also focused on the use of social media as a customer service tool . Results of the research conducted at the end of 2012 indicate that more than 50% of interviewed people ( sample consisted of 2,000 respondents from the United States ), men and women in the age group 18-
The article summarizes Facebook posts of banking institutions operating on the Slovak market. The analysis has shown that the criterion for the success of Facebook posts is not the frequency of posts, but rather an effort to maximize the involvement of users in the corporate communication through indicators and instruments "likes", comments and share. The positive values of correlation coefficients indicate the importance of users engaging in activities of companies. Therefore, the possibility of sharing users’ posts and the subsequent impact on the number of "likes" seems to be highly important tool for raising the Engagement Rate. Our future goal is a deeper analysis and examination of other attributes that evaluate and assess the performance of posts on the social network Facebook.
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ANALIZA ZAWARTOŚCI SIECI SPOŁECZNOŚCIOWEJ FACEBOOK W ODNIESIENIU DO BANKÓW DZIAŁAJĄCYCH NA RYNKU SŁOWACJI
Streszczenie: Niniejszy artykuł wykorzystuje analizę zawartości w celu zidentyfikowania zakresu zaangażowania użytkowników w komunikację korporacyjną w sieci społecznościowej Facebook. W artykule skoncentrowano się na stronach Facebook'a należących do największych instytucji bankowych działających na Słowacji -
Słowa kluczowe: media społecznościowe, instytucja bankowa, zaangażowanie społeczne.
摘要：本文採用內容分析，以確定在社交網絡Facebook上的企業通信用戶的參與程度。本文重點介紹了Facebook頁面斯洛伐克經營規模最大的銀行機構 – 就其總資產在2012年量的分析表明，該標準的最大的社交網絡Facebook上的帖子的成功是努力最大限度地用戶在通過指標和工具的企業通信參與“喜歡”，評論和分享。相關係數的正值表示用戶參與企業活動的重要性。因此，共享用戶的職位和隨後的衝擊上的“喜歡”的數量的可能性似乎是提高參與率非常重要的工具。