Cultivate brand value through social media: empirical study of magazine brands

Social media is a vital aspect of public relations for brands and its benefits are particularly applicable smal1er to larger brands. Promoting brand value via Facebook, Twitter and Instagram has allowed long tail Magazines companies to reach audiences, eliminating the need to have physical stores. Using social media also allows brands to penetrate into international markets. This study presents information gathered from analyzing data from social media tracking for two Magazine brands: The Economist and TIME Magazine. Facebook, content for both brands were assessed for engagement levels. Monitoring over the period of two month (Dec. 1, 2015 to Jan. 31, 2016) revealed: best content categories; the effectiveness of using Jinks and visual components (i.e., photos and videos); as well as the best times and days to post content. The results of the two-month social media monitoring also revealed that TIME Magazines have more engagement level as compare to The Economist. The analysis from these findings can be applied to other long Magazine brands to increase engagement and international reach.