Social media marketing on Facebook, Twitter, Instagram and LinkedIn

What is it about?

With the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience to their online fan base by connecting with them across multiple social media platforms. This paper explores the relationship between brand posts’ characteristics and popularity for start-ups across four different social media platforms: Facebook, Twitter, Instagram and LinkedIn.

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Photo by Bastian Riccardi on Unsplash

Photo by Bastian Riccardi on Unsplash

Why is it important?

The paper reports one of the earliest empirical studies to better understand how the qualities of brand posts are related to their appeal across multiple social media platforms. It offers insights to social media managers of brands, particularly start-ups, on how to offer smoother customer journeys across the numerous digital touchpoints.