Alexandra Veleva's recent articles
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.
- 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
- 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: