Hu, Tzu-Fang

Ever since the 2000s, early stages of Computer-mediated Communication (CMC) have altered the way of humans\ue2 interpersonal communication and interaction. Nowadays, witnessing the advent of e-mails, on-line forums and Instant Messaging (IM) preceding to Social Networking Services (SNS) establishing dominance, Internet users utilize different platforms as their medium of communication. Users gradually adapt themselves on SNS websites for whether information browsing or managing interpersonal relationship. Since Facebook was founded in 2004, it went viral crossing borders reaching a tremendous number of users with currently over 2 billion of worldwide membership. Therefore, it undoubtedly established the company as the most powerful and successful social network group. While it foresaw the trend of visual attraction from users, Facebook paid an astounding $1 billion USD to acquire Instagram in 2012, providing a better integration of photo and video sharing experience. Currently, both platforms not only allow users to set up personal profiles, but also target businesses management through \ue2fan pages\ue2 and \ue2business profiles\ue2. By doing so, they thus have granted to any page owner a way of making a self-based analysis enabling entrepreneurs to process two-ways interaction with consumers, perform in-depth brand communication, and establish long-term relationships with their fans.
Proceeding depth interviews, cases study, secondary data collection and participant observation, this research has come up with the following main conclusions regarding social media marketing strategies: (1) Branding and market identification play a crucial role in the early stage of performing; (2) The quality content on fan pages and business profiles should convey certain value to the fans; (3) Fans value authenticity and transparency to avoid disappointment. Responding them promptly leads to better bonding; (4) Limited promotion or activities are key factors to retain consumers\ue2 attention on fan pages and business profiles; (5) Enact adequate advertising strategy on target consumers helps enhancing the exposure rate

Social Network Management and Marketing Strategy Analysis - A case study of Facebook Fan Page and Instagram Business Profile on Local Food Business

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