This paper presents an in-depth analysis of a random sample of 100 consecutive Facebook posts by a specialist industrial firm which is its industry leader in terms of brand performance on Social Media. It demonstrates how the messages content, encoding, and interactivity strategies achieve the Page’s audience engagement.

ABSTRACT
Introduction
Literature review
    Message
    Encoding
    Interactivity
    Measuring the success of SM strategy
Methodology
Findings
    Message, encoding and interactivity strategy.
    Engagement
Conclusions
    Theoretical Implications
    Limitations and Recommendations
References

• Anna Zarkada(Athens University of Economics and Business)