Asking fans how they maintain their home drives fan conversation within home appliance communities

Asking fans how they maintain their home drives fan conversation within home appliance communities

Electrolux, Zanussi and Whirlpool drive a higher proportion of consumer comments in both their Facebook and Twitter communities by asking fans questions about home-keeping.

 
This article looks more specifically at which white goods brand succeed in getting fans to comment on their posts. Brands with a higher proportion of comments are the most successful in driving actual fan conversation, rather than just likes and shares. Comments also have a higher influence on Facebook’s Edgerank algorithm than likes and can help increase the reach of content.
 
Electrolux, Whirlpool and Indesit drive a higher proportion of comments when fans engage:
  
  • Electrolux, Whirlpool and Indesit's communities are more focused on fan conversation than other brands: Their communities are the most successful in providing a space for fans to discuss the day-to-day running of a home. With other brands, fans are more likely to simply share or like the content rather than actively commenting
Electrolux, Whirlpool and Indesit drive comments by asking more questions related to home-keeping, rather than giving tips or statements:
 
  • Brands who ask more questions get a higher proportion of comments: Last week's article showed that high overall engagement, including comments, shares and likes, is related to a strong focus on home-keeping content. However, specifically asking questions about how fans run their own homes drives fans to comment on rather than share or like content

Questions about running the home or appliances usage generate a higher proportion of comments:

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