A Content Analysis of U.S. Non-Profit Organizations’ College Drinking Awareness Facebook Pages: Interactivity and Engagement
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The purpose of this study is to analyze contents of Facebook for U.S. non-profit organizations related to college drinking, in order to understand how and to what extent the non-profit organizations related to U.S. college students’ drinking have used Facebook to target and communicate with people to increase their engagements in the social media. Based on the analysis of a total of 153 posts in the top five Facebook pages of U.S. non-profit organizations for a one year period in the area of college drinking, two types of interactivity were examined: interactive feature and message type. The results showed that the most common interactive feature the posts used was photo or image sharing (92.2%). In terms of message type, about 50% of the posts contained a message regarding calls for involvement, and threat appeal was used most. Moreover, some relationships between interactive feature/ message type and engagement were found. Results indicate that non-profit organizations related to college drinking have not utilized Facebook’s interactive features and messages effectively to attract U.S. college students to engage in their Facebook pages.
Abstract
The purpose of this study is to analyze contents of Facebook for U.S. non-profit organizations related to college drinking, in order to understand how and to what extent the non-profit organizations related to U.S. college students’ drinking have used Facebook to target and communicate with people to increase their engagements in the social media. Based on the analysis of a total of 153 posts in the top five Facebook pages of U.S. non-profit organizations for a one year period in the area of college drinking, two types of interactivity were examined: interactive feature and message type. The results showed that the most common interactive feature the posts used was photo or image sharing (92.2%). In terms of message type, about 50% of the posts contained a message regarding calls for involvement, and threat appeal was used most. Moreover, some relationships between interactive feature/ message type and engagement were found. Results indicate that non-profit organizations related to college drinking have not utilized Facebook’s interactive features and messages effectively to attract U.S. college students to engage in their Facebook pages.
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