The impact of content published on Facebook on the number of clicks on an external link – the case of an organic food store

Social media is currently one of the communication tools for direct relationship with customers around the clock. One of the methods of communication with the client is the creation of the company's fanpage on Facebook and periodically including various brand content in it in the form of the so-called. posts. The aim of the article was to examine consumer engagement on the brand's fanpage on Facebook. The relationship with the consumer then develops in several ways. Typically, customers become fans of brands, place so-called likes, as well as commenting or sharing with other users of the portal content of posts that will interest them. These types of consumer actions reflect the popularity of brand posts. Importantly, in measuring the effectiveness of social media sites, as well as calculating the engagement rate, the number of comments, likes or sharing with others plays a key role. It is therefore essential that people managing content on fanpages know the effectiveness of various content posted in posts in order to increase the responsiveness and engagement rate of fans. In this study, the author conducted an analysis of the content of posts posted on the Facebook company page of a stationary store in Wrocław, Zdrowy Mięśniak, with an assortment of organic food. Posts posted on the fanpage were analyzed for a period of 1.5 years: 1 January 2018 – 30 Luly 2019 in terms of content, number of comments, likes and sharing of posts. The study showed differences in the perception of the topic of posts by Facebook users. It was found that images of products with humans generated more user activity and greater organic reach than images of the products themselves. The study referred only to organic marketing, which means that only unpromoted posts were used in the study.

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