The alchemy of social media engagement: Facebook strategies from Australia’s wine industry

Strategic Direction

ISSN: 0258-0543

Publication date: 10 July 2017

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The findings demonstrate a low rate of engagement among the users of wine brand Facebook pages. Majority of Facebook fans rarely engage with the brands. The results demonstrate that user engagement varies depending on the day of the week and hour of the day of the brand post.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Keywords

Citation

(2017), "The alchemy of social media engagement: Facebook strategies from Australia’s wine industry", Strategic Direction, Vol. 33 No. 7, pp. 14-16. https://doi.org/10.1108/SD-04-2017-0068

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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