University of Twente Student Theses


Conversation-driven Social Media Optimization : Tactic and Effects on User Engagement

Krisviana, H. (2017) Conversation-driven Social Media Optimization : Tactic and Effects on User Engagement.

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Abstract:Creating engaging social media content remains the biggest challenge in digital marketing. Lack of framework and user-centric approach may contribute to campaign’s ineffectiveness in fostering user engagement. This research introduces Conversation-driven Social Media Optimization (SMO), a two-steps tactic as the solution. Twitter was used as the media, and Indonesian tourism was used as the context. In Conversation Mining and Analysis step, optimized words from the most popular (“Temple” topic) and least popular conversation (“Surfing” topic) in Twitter were gauged. Later, were used to construct digital contents (listicle, photo gallery, videos) in the Conversation Steering step. Evaluative experiment revealed that using the tactic in content creation has significant effect on user engagement, most importantly word-of-mouth intention. Enthusiasm to travel moderated the effects. Yet, the effect does not depend on inherent engaging level of the content. Lastly, video with optimized words from most popular conversation was proven to the most effective content.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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