Community Building on Facebook by International Finnish Brands: Example of Rovio Case

VALERIYA.KUSHCHUK@HELSINKI.FI

COMMUNITY BUILDING ON FACEBOOK: THE EXAMPLE CASE OF ROVIO

FACEBOOK PAGE ANALYSISTHE ROVIO CASE

• December 1, 2015 — January 31, 2016

• Analysis of the page posts, comments, interactions

• Semi-quantitative semi-qualitative method

ANALYSIS PARAMETERS IN A NUTSHELL

• What content is used

• Are there any external links

• Is there engagement with the users

• Is it meant to be like this

HOW THE CODED DATA LOOKS

ZOOM-IN, 1=YES, 0=NO

OBSERVATIONS

• Active part of the huge following group is surprisingly small

• Spam in the comments is not deleted

• Page admin tries to make the Rovio, Angry Birds, Angry Birds movie, and the Pirates communities overlap

• Lack of admin’s replies to the users

Promotion of the Angry Birds movie prevails…

which makes some users angry

Page admin engages the community on everyday and special occasions…

…and doesn’t reply to the comments to such posts

NETVIZZ & GEPHI THIS IS HOW ROVIO PAGE COMMUNITY, ACTUALLY, LOOKS

CHALLENGES IN THE RESEARCH

• Data extraction

• Software for analysis

• Methods involving programming

• Time frame choice

• Not possible to study private data (messages) and page activity on other pages