Complete the content analysis using the Taxonomy and analyse further in the Summary tables

Summary of Goals   Summary of Sales/Marketing Messages

Goals How many Sales/Marketing Messages How many

times was   times was this
this Goal   Sales/Marketing
used?   Message used?
 
Brand Awareness/ Brand Building     Corporate Social Responsibility  

Sales Promotion     Special Offers  

Brand Awareness/ Brand Building and     Boasting Direct BD  

Acquisition of New Customers
Customer Retention CR     Boasting Indirect BI  

Product Reminder     Product Reminder/Product Highlight  

Product Highlight   Campaign/Promotion  

Research   Advice/Suggestions  

Other please specify (e.g. recruitment)   Campaign/Call to Action/  

Summary of post format Contest/Preference/Quiz

Video and text Brand Persona

Photo and text   Popular culture/commentary/calendar events  

Text only A Conversational message that asks Facebook fans to

comment or seek feedback
Link to other (post/newspaper etc) with
photo and text or just text.
           
Summary of Most’s Date Date Date

Which 3 posts received the most likes?      

Which 3 posts received the most comments?      

Which 3 posts received the most shares?      

Choose your 3 weeks (21 posts) Provided for Leeds Castle Kent

Date Message Number of Number of Number of Is the post What is the What is the
Likes Comments shares - this is Video and text, Goal? Sales/Marketin
shown on the photo and text g Message?
post - click the or Link to other
link right to (organisation,
view newspaper etc.)
YOU NEED TO YOU NEED TO YOU NEED TO YOU NEED TO
WRITE THIS…. WRITE THIS…. WRITE THIS…. WRITE THIS….
See Kwok and See Kwok and
Click the link Yu (2016) Yu (2016)
from the
Fanpage and
you will see the
number of
Shares OR look
on their
Facebook page