Impact of brands' content strategy on Facebook Fan Pages

What is it about?

The paper finds out factors in brands' content strategy on Facebook Fan Pages that promote Likes, Comments and Shares. It also finds out those that impede Likes, Comments and Shares. The paper has implications for brands' social media managers in developing their content strategy.

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Photo by NeONBRAND on Unsplash

Photo by NeONBRAND on Unsplash

Why is it important?

The paper has implications for brands' social media managers. The findings show that brands need not strive too hard to engage users on Facebook. A relatively cautious and laid back approach might work better than an overly aggressive one.