How to increase engagement on social media using the honeycomb model

Abstract

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

Bibliometric analysis of honeycomb model: research trend in social media marketing

“…The honeycomb model for social media functionality was developed by Kietzmann et al 10,14 and consists of seven dimensions which represent different aspects of social media engagement, including identity, conversations, sharing, presence, relationships, reputation and groups. The model has been used in various studies to analyse social media engagement and improve public engagement on social media 10,15,16,17 .…”

“…It encompasses various dimensions that drive effective social media strategies, including building brand awareness, fostering customer engagement and cultivating loyalty. The Honeycomb Model has been utilised to analyse social media engagement from the perspective of a firm, regardless of their industry or nature 10 . Moreover, it has found applications in assessing website usability, online public relations and search engine optimisation (SEO) planning for videos 11 .…”

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