Communication via social media is a universal tactic deployed by companies to engage with customers and other stakeholders. A recent study from Bocconi University explores how companies can ensure this communication is effective.
The primary objective of a brand’s presence on social networks is to foster engagement, characterized by interactions through posts. Particularly appealing to brands is the spontaneous sharing of content by users themselves, commonly referred to as “rebroadcasting” in marketing circles.
Encouraging the share
When a follower shares commercial content with their network of acquaintances and friends, its impact is significantly stronger than if conveyed directly by the brand. This phenomenon, known as “earned media,” presents an opportunity for brands to capitalize on user-generated dissemination.
Consequently, those who communicate via social channels face constant pressure to achieve this result, often resorting to attention-grabbing content that may be disconnected from the brand’s values. Brands frequently attempt to align their content with popular online themes such as puppies, aphorisms, facts, or trending celebrities.
However, these themes may not necessarily align with the brand’s narrative and positioning. Therefore, if the use of such elements fails to generate engagement, it can dilute the brand’s online positioning, resulting in a doubly negative outcome.
Consistent values
To explore the importance of congruence between posts and brand values, as well as the influence of promotional elements on rebroadcasting, the authors conducted three empirical studies.
The first study involved monitoring and analyzing one year’s worth of social media posts from four prominent brands. The second study was a field test conducted in collaboration with Samsung Italy, where the authors manipulated the content of experimental posts on the company’s pages to collect relevant data for the research.
Both studies revealed that consistency between online content and the values associated with the brand positively affects the frequency of rebroadcasting. Consequently, companies should exercise caution when employing social media strategies that incorporate elements unrelated to their brand image, as this carries the risk of losing the attention of their followers.
High shares
Notably, posts that maintain consistency with brand identity can generate a high number of shares, even when they contain price promotions. Convincing followers to share content featuring commercial cues like discounts is not always straightforward for companies.
However, high-consistency posts with promotions are 109% more likely to be shared than generic posts. In contrast, promotions coupled with incongruous content have the lowest probability of spontaneous dissemination.
The underlying reasons for this phenomenon warrant further explanation. In a third experiment involving a panel of respondents provided by a market research firm, the study demonstrated that altruism serves as the strongest driver for sharing a post with consistent promotional content. If individuals believe that a certain piece of content will be beneficial to their acquaintances, they are inclined to share it. Conversely, if users perceive manipulation, they tend to exhibit a cognitive psychology concept known as “reactance,” counteracting the intended outcome.
“Our results suggest that posts consistent with brand values are less likely to trigger reactance. Therefore, companies that post online content on their pages must maintain a delicate balance to attract the interest of their audience while avoiding elements that are not in line with the brand image,” the researchers conclude.
“At the same time, posts must spur the fan base to share communication with others. Including promotional incentives, for example, can elicit altruistic motivations in the fan base. However, it can also activate reactance; for this reason, it is important to match the incentive with cues that are consistent with the brand or in line with brand values.”
