Social media marketing practice through Facebook: taking W group education foundation as an example

Abstract

"Taking from society and returning to it" has become an ingrained concept. That is why the businesses pay an increasing attention to social responsibility in recent years. W Group, a famous beverages company, it established "W Group Education Foundation" to help organize public welfare activities regarding culture and education, which promotes social education and lifelong learning. W Foundation planned activities with limited resources and promoted digital marketing with the Facebook fan page. Due to limited resources, the characteristics of the current fans on the page and the organizational culture, it happens sometimes that the fans favorably support its promotional activities but they do not actively participate in them. Therefore, this study proposes a framework from the perspectives of social marketing, the running of a community platform, and customer relationship management, hoping to increase interactions and strengthen the adherence with the fans and to attract more fans to join the activities. The strategies include activity countdown in words and images, publishing event articles and reports, sharing event pictures, news feeds of holiday and daily care, and Q & A interaction. After the strategies having been implemented, the interaction with fans increases on the Facebook fan page.