THE BUSINESS Corporate Branding in •B Digital and Social Media Marketing LR EXPERT PRESS IMIT and Advertising Collection Facebook Fan Pages OO DIGITAL LIBRARIES N • Ideas For Improving Your Brand Value GI • ZAN Victoria L. Crittenden, Editor EBOOKS FOR RE Eliane Pereira Zamith Brito • Maria Carolina OT BUSINESS STUDENTS ST Zanette • Carla Caires Abdalla • Mateus Ferreira EE Curriculum-oriented, born- N • • R icardo Limongi • Benjamin Rosenthal T A digital books for advanced HB business students, written IYno uCr orBproarnadte VBaraluned,i ntgh ien Faauctehboorosk Fsahno wPa gheso:w Id e caosm fopra I nmiepsr ovcianng ALDA Corporate Branding L by academic thought improve their brand value by fostering their online corporate L A leaders who translate real- reputation. Communication actions on Facebook fan pages • are an important tool on the road to reputation. C onsidering F in Facebook Fan world business experience E that reputation is essentially the long-term image of a brand, R into course readings and the book suggests strategies for improving this image in the RE reference materials for short term by nurturing engagement with consumers. Word of IR Pages A students expecting to tackle mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated management and leadership images can result in a solid reputation or increased brand Ideas For Improving Your challenges during their value. Also addressed is how company’s strategies influence professional careers. this process, and how online communication benefits from the integration of the manager’s vision with communication Brand Value POLICIES BUILT policies. BY LIBRARIANS Eliane Pereira Zamith Brito has more than 15 years of C • Unlimited simultaneous management experience in consumer goods and retail firms. O R usage She holds a PhD from Manchester Business School, England. P O She is professor of marketing at EAESP—Fundação Getulio • Unrestricted downloading R Vargas, Brazil and she teaches in the PhD program. A and printing T • Perpetual access for a Maria Carolina Zanette is a PhD candidate at EAESP— E B Eliane Pereira Zamith Brito one-time fee Fundação Getulio Vargas, Brazil, and marketing and business R professor. Her research works include social media and A • No platform or N Maria Carolina Zanette cultural marketing studies. She worked in marketing research D maintenance fees for six years. I N Carla Caires Abdalla • Free MARC records G Carla Caires Abdalla is a PhD candidate at EAESP— Fundação • No license to execute Getulio Vargas, Brazil. Her research works include social media, IN Mateus Ferreira consumer identity, and cultural marketing studies. F The Digital Libraries are a A comprehensive, cost-effective Mateus Ferreira is a PhD candidate at EAESP—Fundação CE Ricardo Limongi Getulio Vargas, Brazil. His research interests include social B way to deliver practical O media and customer engagement. O Benjamin Rosenthal treatments of important K business issues to every Ricardo Limongi is a PhD candidate at EAESP—Fundação F Getulio Vargas, Brazil, and a marketing professor at UFG A student and faculty member. (Federal University of Goias). His research interests include N social media and marketing for small companies. PA G Benjamin Rosenthal is a marketing professor at EAESP— E S Fundação Getulio Vargas, Brazil. He holds a PhD from FGV-SP. For further information, a He worked for 15 years in market research and brand management in multinational companies (Kraft, Colgate, and free trial, or to order, contact:  Femsa). [email protected] Digital and Social Media Marketing www.businessexpertpress.com/librarians and Advertising Collection Victoria L. Crittenden, Editor ISBN: 978-1-60649-942-9 Corporate Branding in Facebook Fan Pages Corporate Branding in Facebook Fan Pages Ideas for Improving Your Brand Value Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value Copyright © Business Expert Press, LLC, 2015. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher. First published in 2015 by Business Expert Press, LLC 222 East 46th Street, New York, NY 10017 www.businessexpertpress.com ISBN-13: 978-1-60649-942-9 (paperback) ISBN-13: 978-1-60649-943-6 (e-book) Business Expert Press Digital and Social Media Marketing and Advertising Collection Collection ISSN: 2333-8822 (print) Collection ISSN: 2333-8830 (electronic) Cover and interior design by Exeter Premedia Services Private Ltd., Chennai, India First edition: 2015 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America. Abstract In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. C ommunication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how c ompany’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communica- tion policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks. Keywords corporate brands, Facebook, social media Contents Preface ��������������������������������������������������������������������������������������������������ix Acknowledgments ����������������������������������������������������������������������������������xv Chapter 1 The Role of Social Media in Emerging Markets ................1 Chapter 2 S mall- and Medium-Sized Enterprises in Emerging Countries and the Use of Social Media ...........................19 Chapter 3 C reating Online Corporate Brands on Facebook Fan Pages ........................................................................33 Chapter 4 F acebook Fan Pages, Engagement, Trust, and Word of Mouth ........................................................................49 Chapter 5 Creating Experiences on Facebook .................................65 Chapter 6 M easuring the Performance of Brand Communities on Facebook ...................................................................89 Notes��������������������������������������������������������������������������������������������������109 References �������������������������������������������������������������������������������������������117 Index �������������������������������������������������������������������������������������������������127 Preface In Corporate Branding Through Facebook Fan Pages: Ideas for Improving your Brand Value, we illustrate how companies can improve brand value by fostering their online corporate brands. Specifically, we explore how small companies create value through Facebook. Although we consider the use of other social media technologies, our focus is Facebook. This book emerged from four years of research on social media conducted at the Escola de Administração de Empresas de São Paulo— Fundação Getulio Vargas (EAESP-FGV), a Brazilian business university. All the authors of this book are part of this project. Over four years, we analyzed Facebook pages and conducted parallel studies of commu- nication strategies on other social media platforms, such as blogs and YouTube. Although each social media platform has its own set of rules, many common characteristics can be identified. The following sentence summarizes this book: Communication is part of a company’s marketing mix. Communication on Facebook fan pages helps build a valuable corporate brand. Because corporate image is essentially a brand’s long-term image, we suggest strategies to improve that image through engagement with consumers. Engaged consumers in a communal environment are coproducers of brands, building meaning and endorsing brands that they trust. Word of mouth (WOM) is an important tool for creating and reproducing the image of a trustworthy company, and these repeated, aligned images produce a solid image and increase brand value. As you can see, many concepts and situations influence the creation of a strong corporate brand on social media, especially for small companies, which usually lack the resources to invest in large offline campaigns and tend to focus on consumer niches. In this book, we will explore these concepts and situations and provide a tool that measures them so that customer attitudes toward the brand can be identified.