Social Media Content Analysis: Study on Brand Posts of Telco Companies

Social media has become more popular in recent years because its interactivity that lead direct engagement from users. Engagement is the first step in building loyalty on social media marketing. Telco companies in Indonesia faced a fierced competition to retain their consumer from shifting, since Indonesian consumer are very priced sensitive but yet expect maximum benefit from their product. This research aims to study how cellular operator as a part of telco industry in Indonesia used their social media and investigate the affordance experience dimension of perceptual, social, epistemic, and embodied gainconsumer engagement. Since cellular operator have their own social media brand page, they don’t have a knnowledge from their post on social media that affected engagement from their consumer to the brand. This study uses data collection method by retrieving data from Facebook brand page of five cellular operators with the highest number of users in Indonesia. Total of 923 brand post from are collected from July – September 2019. Four dimention of affordance experience are used to categorized each brand post. The result and discussion from this research are further discussed in this paper.