Content Analysi on Organizational Social Media Pages: The Cases of Facebook Pages of Commercial Bank of Ethiopia and Cooperative Bank of Oromia
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Date
2021-09
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Addis Ababa University
Abstract
Social media is being transforming human communication and becomes the big elephant in the
room. Social media enabled organizations to conduct interactive communication with their
customers and public at large .Particularly business organizations set up social media channels
which allow them to deliver contents directly to the online community gathered around their
brand. The objective of this study was to conduct assessments on content of posts and social
media response associated with published posts. Facebook pages of Commercial Bank of
Ethiopia and Cooperative Bank of Oromia were purposefully selected and content analysis was
performed on sample of 400 posts published over 6 months time. Qualitative and quantitative
content analysis showed that significant majority of posts had promotional informational values
which potentially could fulfill Remunerative needs of social media users though these posts were
Published with business motives. The two banks Facebook pages also published posts that fulfill
educational and social integrative needs of online community. It is observed that posts with less
promotional information and posts reporting social, cultural and current issues generated
higher engagements from the audience .Posts formed by richer medias such as pictures were
found dominant and more engaging than posts formed by texts . The analysis generally
indicated the post having remunerative content were less effective in generating social media
engagement. Applying richer media particularly pictures in the posts have increased social
media engagements. To increase social media user’s engagement and ensure effective social
media platform the study recommends the introduction of contents that could fulfill the social
media user’s need of entertainment.
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Keywords
Ethiopia and Cooperative Bank of Oromia