Analysis of audience response to different types of content in social media of Guatemalan Olympic Committee

Abstract

Nowadays, social media is part of the daily life of almost all people, organizations and companies in the world. However, there is a fairly limited number of studies of empirical knowledge that examine the impact of the types of content on the audience and their response on social media platforms. Even more limited or basically non-existent in Latin America and Guatemala. This research is focus in measure the impact and behaviours of content types on audience response on Guatemalan Olympic Committee Facebook page.

The study sample includes 6-month time data (May, June, July, August, September and October 2017), analysing the amount of 113, 360 interactions recovered from one week of each of the 6 months.

The interactions measured in this research are Reactions (Like, love, Haha, Wow, Sad, Angry), Views, Comments, Shares and Post Clicks. The posts were coded into 8 content types (Photo, Photo album, Video, Live video, Link, Article, Images, Infographic) respectively. Effectiveness were also computed for each post.

Results show that the Link posts are the most widely posted by Guatemalan Olympic Committee, these contents are the most effective for obtaining reactions but do not seem to be good in terms of Reach. On the other hand, the contents with the highest value adding are image posts. And Photo album posts those that generate the greatest reach.

The content type posts that induce more overall interactions are Photo album posts. Live video received the higher reactions and comments response in terms of quantity and Video posts the higher in amount of shares.

This study provides some initial research findings about the effect of different communicational strategies from Guatemalan Olympic Committee, which are very important factors in order to improve the effectiveness of participation, fan engagement and fan fidelity.

Keywords:

Content types, Social Media, Sports Marketing, Interaction Rate, Interaction Distribution, Effectivity