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The social marketing paradigm has been changing due to
the use of digital social networks. This causes Non-Governmental Development
Organizations’ efforts to focus on achieving a greater reaction from the public
in these communication channels. We propose that the way forward is to analyze
aspects of messages that give rise to a greater response from the audience. In
this regard, we have analyzed 3,608 Facebook and Twitter publications with the
combination of content analysis and correlation analysis. We have considered
three aspects: Purpose, theme and quality of the message. We have also listed a
breakdown of quality and purpose parameters in order to become more fully
acquainted with these aspects. The objectives of this research are firstly to
carry out the communication profiles of the NGDOs studied from the points of
view of the organizations and the public. Secondly, to analyze the reaction
from the public (interactions) measured by the sum of likes plus the number of
shares for each post, on Facebook and Twitter, according the parameters
considered. The results showed that the most published messages from the
organizations do not usually coincide with those that have the most impact on
the public. Another proven aspect is that Twitter posts about behavior have
more effectiveness than informative messages. Likewise, quality aspects, such
as hashtags, mentions, or links, are not succeeding in generating public
reaction.
Keywords: Social marketing,
Digital social networks.