IDEAS home Printed from https://ideas.repec.org/p/sek/iacpro/0902287.html
   My bibliography  Save this paper

Comparative analysis of the engagement rate on Facebook and Google Plus social networks

Author

Listed:
  • Tudor Niciporuc

    (Technical University of Cluj)

Abstract

An inexperienced online marketer or a company which is new to social media marketing may just be very happy if their business page is getting many likes. This is one of the biggest mistakes that can be made when using Facebook. The world?s biggest social media platform provides countless tools for businesses to assess their perfomances; despite this, few marketers actually use them.The best way to be successful on Facebook is to focus on the engagement rate, which is calculated as the number users that have interacted with a post (whether they liked, shared, commented or clicked on the photo or link) divided by the total number of the page?s followers.Most people like a page because they saw their friends did so or because they were interested in a particular brand at a certain point in time. Consequently, even with an impressive number of likes, many business pages do not get much interaction with fans, thus their content mostly goes unnoticed. Meanwhile, when a high number of people are interacting with a brand, even if the number of followers is small, it means they are liking it, sharing its content and recommending the page to others. This means that the potential reach of that brand is much higher. So which social media platform provides the best engaged audience? Where can companies find the best quality-driven users? The purpose of this study is to answer answer these questions, by comparing the engagement rates on Facebook and Google Plus, using the social media pages of the YouSign.org petition platform. The study looks to analyze three major aspects. First of all, the post level engagement ? how many likes, shares or comments a posts receives, on average. Secondly, the page level engagement, which asseses the number of people engaged as a share of the total number of followers. Third of all, we will have a look at the user?s behaviour once they have accessed the YouSign.org website, in terms of the average duration of a visit, pageviews per visit and bounce rate (the percentage of single-page visits). With the help of these indicators, we will essentially determine which social network generates more quality to the above mentioned website.

Suggested Citation

  • Tudor Niciporuc, 2014. "Comparative analysis of the engagement rate on Facebook and Google Plus social networks," Proceedings of International Academic Conferences 0902287, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:0902287
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/14th-international-academic-conference-malta/table-of-content/detail?cid=9&iid=56&rid=2287
    File Function: First version, 2014
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dongyong Zhang & Stephen Morse & Uma Kambhamptati & Bingjun Li, 2014. "Evolving Corporate Social Responsibility in China," Sustainability, MDPI, vol. 6(11), pages 1-20, November.
    2. O'Hare, Colin & Li, Youwei, 2014. "Is mortality spatial or social?," Economic Modelling, Elsevier, vol. 42(C), pages 198-207.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Julia Fontenla-Pedreira & Carmen Maiz-Bar & Talia Rodríguez-Martelo, 2023. "Use of Twitter during Televised Election Debates: Spanish General Election (28 April 2019) vs. French General Election (24 April 2022)," Societies, MDPI, vol. 13(3), pages 1-15, March.
    2. Uthman Alturki & Ahmed Aldraiweesh, 2022. "Adoption of Google Meet by Postgraduate Students: The Role of Task Technology Fit and the TAM Model," Sustainability, MDPI, vol. 14(23), pages 1-22, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiaohui Hou & Bo Wang & Yu Gao, 2020. "Stakeholder Protection, Public Trust, and Corporate Social Responsibility: Evidence from Listed SMEs in China," Sustainability, MDPI, vol. 12(15), pages 1-25, July.
    2. Dongyong Zhang & Mengge Hao & Stephen Morse, 2020. "Is Environmental Sustainability Taking a Backseat in China after COVID-19? The Perspective of Business Managers," Sustainability, MDPI, vol. 12(24), pages 1-24, December.
    3. Alla Mostepaniuk & Elsie Nasr & Razan Ibrahim Awwad & Sameer Hamdan & Hasan Yousef Aljuhmani, 2022. "Managing a Relationship between Corporate Social Responsibility and Sustainability: A Systematic Review," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    4. Yuming Zhang & Fan Yang, 2021. "Corporate Social Responsibility Disclosure: Responding to Investors’ Criticism on Social Media," IJERPH, MDPI, vol. 18(14), pages 1-27, July.
    5. Aray, Yulia & Dikova, Desislava & Garanina, Tatiana & Veselova, Anna, 2021. "The hunt for international legitimacy: Examining the relationship between internationalization, state ownership, location and CSR reporting of Russian firms," International Business Review, Elsevier, vol. 30(5).
    6. Ge Wang & Huijin Zhang & Saixing Zeng & Xiaohua Meng & Han Lin, 2023. "Reporting on sustainable development: Configurational effects of top management team and corporate characteristics on environmental information disclosure," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 28-52, January.
    7. Guangming Gong & Si Xu & Xun Gong, 2018. "On the Value of Corporate Social Responsibility Disclosure: An Empirical Investigation of Corporate Bond Issues in China," Journal of Business Ethics, Springer, vol. 150(1), pages 227-258, June.
    8. McGuinness, Paul B. & Vieito, João Paulo & Wang, Mingzhu, 2017. "The role of board gender and foreign ownership in the CSR performance of Chinese listed firms," Journal of Corporate Finance, Elsevier, vol. 42(C), pages 75-99.
    9. Yung Chang Wu & Yenchun Jim Wu & Shiann Ming Wu, 2018. "Development and Challenges of Social Enterprises in Taiwan—From the Perspective of Community Development," Sustainability, MDPI, vol. 10(6), pages 1-17, May.
    10. Antonella Biscione & Dorothée Boccanfuso & Annunziata De Felice, 2021. "Regulations and Corporate Environmental Responsibility: evidence from a panel of firms in Transition economies," Applied Economics, Taylor & Francis Journals, vol. 53(54), pages 6286-6299, November.
    11. Ali Alotaibi & Francis Edum-Fotwe & Andrew D.F. Price, 2019. "Critical Barriers to Social Responsibility Implementation within Mega-Construction Projects: The Case of the Kingdom of Saudi Arabia," Sustainability, MDPI, vol. 11(6), pages 1-27, March.
    12. Wenbin Long & Sihai Li & Huiying Wu & Xianzhong Song, 2020. "Corporate social responsibility and financial performance: The roles of government intervention and market competition," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 525-541, March.
    13. Chen, An & Li, Hong & Schultze, Mark B., 2023. "Optimal longevity risk transfer under asymmetric information," Economic Modelling, Elsevier, vol. 120(C).
    14. Weizhang Sun & Chunguang Zhao & Charles H. Cho, 2019. "Institutional transitions and the role of financial performance in CSR reporting," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 367-376, March.
    15. Yanhong Tang & Yanling Ma & Christina W.Y. Wong & Xin Miao, 2018. "Evolution of Government Policies on Guiding Corporate Social Responsibility in China," Sustainability, MDPI, vol. 10(3), pages 1-20, March.
    16. Andrzej R. Stopczyński, 2020. "Banki na progu upadłości – refleksje nad postępowaniem," Bank i Kredyt, Narodowy Bank Polski, vol. 51(5), pages 517-548.
    17. Yi Zhang & Qianqian Shang & Chun Liu, 2018. "FDI Spillovers on Corporate Social Responsibility: The Channel of Labor Mobility," Sustainability, MDPI, vol. 10(11), pages 1-22, November.
    18. Karen Maas, 2018. "Do Corporate Social Performance Targets in Executive Compensation Contribute to Corporate Social Performance?," Journal of Business Ethics, Springer, vol. 148(3), pages 573-585, March.
    19. Dongyong Zhang & Stephen Morse & Qiaoyun Ma, 2019. "Corporate Social Responsibility and Sustainable Development in China: Current Status and Future Perspectives," Sustainability, MDPI, vol. 11(16), pages 1-23, August.
    20. Marko M. Mihić & Svetlana Shevchenko & Ema D. Gligorijević & Dejan Č. Petrović, 2019. "Towards Strategic Corporate Social Responsibility Approach in International Projects—Review of South-South Cooperation: A Case Study of Chinese Projects in Angola," Sustainability, MDPI, vol. 11(10), pages 1-16, May.

    More about this item

    Keywords

    social media marketing; social networks; Facebook; Google Plus; engagement rate;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:iacpro:0902287. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.