Social Media Content Analysis

A social media content analysis will be conducted for Redline Auto Service...

Part 1: Find the Content

Currently the organization has a presence in social networking sites such as Facebook and Twitter, in addition to business review sites like CustomerLlink, InsiderPages and those offered by Google and Yahoo. In addition there is a company website where most web traffic is.

Part 2: Determine the Type of Conversation Taking Place

Most of the content on these sites is for advertisement. Deals and offers are displayed as well as news about the organization. There are also places for customers to talk with or about the company and its employees. Most of these are reviews but there are also questions and discussions.

Part 3: Determine the Visibility of Your Brand

Most of the content relates directly to the business and focuses upon it. Reviews and discussion between company and customers are exclusively about the company. The only place that doesn't involve the organization too much is things like car care tips. So in the content there is the visibility is high, though strides could be taken to make it reach more people.

Part 4: Determine Who, if Anyone, Was Quoted in the Item

Quotes are occasionally given when a common problem or issue is brought up with a specific vehicle or part. In addition quotes from customers are brought into other mediums for reviews. Finally the organization's employees are quoted when discussing certain specifics or answering customer questions. 

Part 5: Determine Sentiment and/or Presence or Absence of Recommendations

The customer review sites have created an overall positive presence for the organization. The social networking doesn't have as much content but it is also mostly positive.

Part 6: Determine What, if Any, Messages Were Communicated

 A common message communicated in this content is that the company is trustworthy and stands behind the service they conduct. In addition it is willing to listen to customer complaints and try to make them right. A negative message that comes up a few times is that the cost is high but I suspect this would be said regardless of the price.

Part 7: Determine Positioning on Key Issues or Battles

Most customers say that they will return and recommend the company to friends, family and more. Much of the content says, as mentioned before, that the company is honest and can be trusted.

Part 8: Quantifying the Authority of the Writer or Poster

There isn't too much content to qualify the authority of in this case. I suspect it has to do with the size of the company and that it's offering a service typically spread through word of mouth. The number of followers are listed on sites like Facebook and Twitter and the frequency of posts varies.

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Source of these steps:
Paine, K.D. (2011). Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships.Hoboken, New Jersey: John Wiley & Sons.