How Florists Can Better Use Social Media To Benefit Their Bottom Line
Friday, February 1, 2019
Posted by: ASHS
TEIPEI, TAIWAN; How Florists Can Better Use Social Media To Benefit Their Bottom Line
A study out of National Taiwan University attempts to develop a taxonomy of florists’ social media posts to clarify their marketing strategies and to investigate what direct benefit is derived by social media presence for florists. Li-Chun Huang and Li-Chun Chen sought empirical data from, and applied methodical categorization to, a significant volume of Facebook posts from individual flower shops.
Their findings are presented in an article entitled “Message Strategies and Media Formats of Florists’ Facebook Posts and Their Effects on Users’ Engagement Behaviors”, published in HortScience.
Social media marketing has been widely adopted by florists with the use of the Facebook brand page. However, many florists fail to achieve their expected success due to not being fully conversant in the nuances of posting on social media.
Most of the florists proved to be small enterprises that have little in terms of a budget for marketing through conventional media. Therefore, finding a substitute medium that is more economical and applicable to consumers’ onlinecommunication behavior has become crucial for these businesses.
Characterized by a large user population, low cost, and ease of use, social media platforms have become that substitute and have been increasingly adopted by florists for marketing their products. Facebook has emerged as the dominant player among those platforms.
As florists are gradually treating social media as a comprehensive integrated marketing communication tool, the return on investment in social media marketing must be determined to assist florists in developing effective marketing strategies.
To accurately document how this branch of social media is being used, Huang and Chen used data found in 1646 empirical Facebook posts initiated by florists. They delineated general sales posts into four categories: 1) Product Information, 2) Sales Promotions, 3) Business Information, and 4) Consumer Education.
A second delineation of Brand Image Posts were divided into four applicable categories as well: 1) Work Showcasing, 2) Image Construction, 3) Brand Events, and 4) Charity Events. Each distinction carries varying degrees of sales potential and product awareness. The study further reveals the degree to which these disparate categories trigger users’ engagement behavior.
The researchers discovered that posts designed to encourage immediate online responses benefitted familiarity with the flower shop and eventual interaction with the personnel and products to a greater degree. Posts using photos led to economic success most often.
The study provides an insight into the message strategies of florists on Facebook, as well as the effect of posted content and media format on users’ engagement behavior. It enriches understanding of the many ways in which florists can increase their appeal to consumers.
Huang adds, “Though the analysis of 1646 florists’ Facebook posts, this study tells you what the florists are doing with their social media postings as well as which type of post content or media format drives users to react with liking, commenting, or sharing the provided information. This study should assist many florists with better managing their Facebook brand page and with raising the “like economy” of their flower shops.”
The complete article is available on the ASHS HortScience electronic journal web site: http://hortsci.ashspublications.org/content/53/11/1647.abstract doi: 10.21273/HORTSCI13330-18. Or you may contact Li-Chun Huang of National Taiwan University at firstname.lastname@example.org .
Founded in 1903, the American Society for Horticulture Science (ASHS) is the largest organization dedicated to advancing all facets of horticulture research, education, and application. More information at ashs.org.