Creating Valuable Content On Social Media Using Humor
Pozdniakova, Natalia (2015)
Pozdniakova, Natalia
Oulun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121821502
https://urn.fi/URN:NBN:fi:amk-2015121821502
Tiivistelmä
This research has been conducted for Oulu University of Applied Sciences as a bachelor’s thesis. The study is part of the HURMOS-project initiated to understand the benefits of using humor in different fields of business. The topic was chosen to expand the understanding of social media as a marketing platform for businesses and the benefits as well as the potential setbacks of using humor to communicate with the followers. The research topic came about from the interest of the author on the use of social media for marketing purposes and the psychological background of humor.
In short this research tried to answer how humor could be utilized for creating valuable content on social media using Facebook as the platform of study. Moreover the research also attempted to find out what role humor plays in popular content and in what ways has social media change the way marketing is conducted. The background research was carried out by using several studies in order to understand the psychology and the effectiveness of humor. The background of social media and the meaning of valuable content were also described and a list of factors that build valuable content was established.
In order to reinforce the theory this research included a number of case studies. The case studies consisted Facebook content from several companies analyzing each one according to the valuable content factors that were presented in the theory. The findings of the case study analysis should allow better understanding of the meaning of valuable content and use of social media. However due to the small case study size the findings should serve as a preliminary study on the topic.
Although there is no specified guide for creating valuable content using humor, there are elements that can make designing the content easier for the companies. Since social media has emerged as a valid marketing platform it has given power to the customers to decide what content is worthy of their attention, which has led to companies fighting for visibility on social media. As long as companies manage to incorporate the elements, which make content valuable, they have a better chance of gaining more audience. Although humor plays a big role in gaining viewer attention, it also has its setbacks if not applied in an appropriate manner.
In short this research tried to answer how humor could be utilized for creating valuable content on social media using Facebook as the platform of study. Moreover the research also attempted to find out what role humor plays in popular content and in what ways has social media change the way marketing is conducted. The background research was carried out by using several studies in order to understand the psychology and the effectiveness of humor. The background of social media and the meaning of valuable content were also described and a list of factors that build valuable content was established.
In order to reinforce the theory this research included a number of case studies. The case studies consisted Facebook content from several companies analyzing each one according to the valuable content factors that were presented in the theory. The findings of the case study analysis should allow better understanding of the meaning of valuable content and use of social media. However due to the small case study size the findings should serve as a preliminary study on the topic.
Although there is no specified guide for creating valuable content using humor, there are elements that can make designing the content easier for the companies. Since social media has emerged as a valid marketing platform it has given power to the customers to decide what content is worthy of their attention, which has led to companies fighting for visibility on social media. As long as companies manage to incorporate the elements, which make content valuable, they have a better chance of gaining more audience. Although humor plays a big role in gaining viewer attention, it also has its setbacks if not applied in an appropriate manner.