Strategies of golf course companies on Twitter. Its influence on the interactivity of audiences
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Abstract
Various investigations have verified the relationship between interactivity in social networks and the attitude of users towards companies, generating interest in knowing what tools and tactics can encourage the activity of followers in social media. By monitoring and analyzing the content of the active profiles on Twitter of the clubs with golf courses in the Community of Madrid throughout 2016, the influence of the themes of the published tweets, the inclusion of audiovisual resources and retweeted messages on the degree of diffusion, selection as favorites and the inclusion of comments by followers. Among the main conclusions, the effectiveness of educational messages, lifestyle, greetings and contests, questions and raffles stands out, many of them retweeted, to favor interactivity; On the contrary, a limited positive impact of the use of multimedia resources on user response is observed. In short, the inclusion of contests, questions or raffles is valued as a convenient formula to get the participation of the audience, but an adequate selection of them is required. Likewise, it is recommended to share content from other profiles and greetings, and include videosKeywords
golf course, Corporate communication, effectiveness, interactivity, social networksDownloads
References
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