engagement methodology for Facebook platform: Walk Safe Project profile
@walksafeproject
The presence of Facebook social media has be-come increasingly important in recent years.
Numerous studies have been carried out to ef-fectively understand the Facebook phenomenon and it has been estimated that almost all age groups under the age of fifty regularly access Fa-cebook several times a day and spend between ten minutes to three hours a day. Positive asso-ciation or negative assoasso-ciation have been iden-tified for each activity carried out on Facebook:
for example, for the FB Friends activity, there are Social Connectedness as a positive association, while Self-Esteem is a negative association.
The principal aim of Facebook is to maintain old friendships and make new ones, as the foun-der Mark Zuckerberg states, against accusations of social isolation mentioned before:
Another goal of social networks like Facebook is the enhancement of everyday life and the pos-sibility of overcoming the boundary between private sphere and public sphere. In particular Facebook allows different types of actions: it is possible to enter and acquire information on others, interact through private chats or throu-gh public messages on the wall, creating groups
"Facebook has not replaced real relationships, but added opportunities to stay in touch that otherwi-se would not exist."
257 256 D.social media
as a sponsorship or a conference, a funny post and a summary video. For each of these posts the graphics and the caption have been carefully chosen while users were involved through sur-veys or short questions. Another way to engage users was sharing posts on the numerous so-cial groups related to the topics studied by the research; while during the period of the social survey, for the publication of the Facebook page and the link to the questionnaire, teaser cards were distributed with a direct link to the page or to the social survey.
The Facebook page has not grown considerably, but sharing on other groups the search obtained numerous comments and numerous likes. In conclusion it is possible to affirm that the gre-atest involvement took place in those groups where the posts were re-share because many users were waiting for the re-sharing of the Walk Safe Project posts, as stated by some users. So we can therefore say that there is a small virtual community interested in research.
The goal of the Facebook page is to communi-cate with the citizens and visitors of the city of Turin, but above all to inform them about the topics of urban safety, lighting, sound and de-cay conditions. In order to do this, posts were scheduled during the week, based on favorable days and time for publication. The best times to post to Facebook in 2018 are Wednesday at 11 a.m. and 1 p.m and this is the best day to post on Facebook. So for the day on Wednesday the posts with the most important contents were reserved, that is those that concerned the information of urban safety, light, sound and decay. The safest times to post are weekdays from 9 a.m. to 3 p.m, so for the weekends the posts with lighter content were reserved, such as short videos summarizing the progress of the week or some sound and light graphics. Sun-day has the least effort possible for Facebook during the week, so for the Sunday were chosen funny posts, such as a collection of historical photographs with the theme of walking safely which includes the photo Walking safely even on bottles depicting Bianca Passarge disguised as cat dancing on some wine bottles. These data are general for a Facebook users, in fact the data relating to the best times to post on Facebo-ok for education and to the best times to post on Facebook for media have also been chosen.
Some days and some times coincide, that is We-dnesday at 11 a.m. while Thursday at 5 p.m. and Friday at 11 a.m. are added. So the weekly con-tents published on the facebook page included an informative post on environmental condi-tions, a goal achieved during the week such and public pages. So every user in Facebook is
a subject that interacts with others, in fact face-book has a basic narrative scheme that starts from the narrative program of the Global Inti-macy/Sociality, that activates a strategy of enun-ciation of second level Interest/Reserve, within which the narrative program of the enunciated enunciated Normality/Otherness is developed and each phase of Competence and Performance of the previous level is realized in the activation of the next level. This procedure is a recurren-ce in addiction regimes that are in turn depen-dent on the overall narrative scheme. (Ghidoli, 2010) Based on the engagement proposed by numerous studies, this research has opened a Facebook page called Walk Safe Project (@walk-safeproject).
“A Facebook page is a central 'hub' for a business or non-profit organization to establish a social media presence on Facebook. It’s basically like having a web page or web site of your own, but
“within” Facebook, and following its format.”
(Kelsey, 2017) The page created for the search was identified as Site related to the education sec-tor and was created on 1 October 2018 with the mission Help us make Turin safe!. First of all a small explanation of the research was inserted and the basic graphics were loaded, that is the logo of the research as a profile picture and the cover. Subsequently, the engagement strategies for post creation were adopted. All the choices made for the management of social media con-cern an authenticity strategy, or the research wants to propose itself directly and transparent-ly.
facebook engagement
258 D.social media instagram engagement 259
INSTAGRAM ENGAGEMENT
engagement methodology for Instagram platform: walksafeproject profile
@walksafeproject
Instagram is a social network like Facebook or Google Plus, but unlike those, it focuses on photos, in fact it is called photographic social network and only photos, videos and stories can be published. The increasing use of Instagram has occurred in recent years, mainly following the acquisition of the social media by Mark Zuckerberg, CEO of Facebook. Following this acquisition and the changes made, Instagram has become one of the most used social networ-ks; It is even estimated that in the last year In-stagram is more used than Facebook and that the latter has had a down. This is also because recent social media focus much more on visual communication.
Most of the studies conducted on the Instagram platform mainly concern the analysis of the en-gagement of a sports brand or a musical band.
The first research on digital engagement has identified that to increase likeability the main factors are first of all specific of the content, of the proposed and specific media of the person.
(Valentini, 2018)
"The intensified production and consumption of images by the digital public has been followed by an increased interest in and utilization of visual content in corporate social media communications."
(Valentini, 2018)
261
REFERENCES
260 D.social media
aser cards were distributed with a direct link to the Instagram account and the social survey. So the weekly contents published on the Instagram page included an informative post on environ-mental conditions, a funny post and a series of funny or catchy graphics to keep the profile always active.
The instagram page has not grown considerably, but it was an excellent resource for sharing the social survey, in fact many answers come from the instagram link.
Based on the engagement proposed by these studies, this research has opened a Instagram account called walksafeproject (@walksafe-project). The account created for the search was identified as Scientific Website and was cre-ated on 1 October 2018. First of all, a small biography with the main information that are place, short sentence explaining the search and link to the Facebook page, was inserted and the basic graphics were loaded, that is the logo of the research as a profile picture. Subsequently, the engagement strategies for post creation were adopted. In this case, unlike Facebook, the goal is mainly to make the research known and, se-condly, to forward the link to the social survey;
this is because creating a virtual community on Instagram is not as simple as on the Facebook platform. In fact, while for the Walk Safe Project page on Facebook there is a small virtual com-munity interested in research, on the Instagram account there are followers of the page.
Even in this case though posts were schedu-led during the week, based on favorable days and time for publication. Best times to post on Instagram are Wednesday at 11 a.m. and Friday at 10 or 11 a.m and Wednesday is the overall best day to post to Instagram. Tuesday through Friday 10 a.m to 3 p.m instead is the most consistent engagement, while Sunday is the worst day and receives the least amount of engagement on Instagram. Based on these days and these times, posts have been assigned, as was the case for Facebook and for each of these posts the graphics, the caption and the hashtag have been carefully chosen. Also in this case
te-instagram engagement Kim, J.H., M.S. Kim, and Y. Nam. 2010.
“An Analysis of Self-Construal’s Mo-tivations, Facebook Use and User Sati-sfaction.” International Journal of Hu-man Computer Interaction 26 (11–12):
1077–99.
Kim, Sora, and Soo-yeon Kim. 2016. “For-tune 100 Companies ’ Facebook Strate-gies : Corporate Ability versus Social Re-sponsibility.” Journal of Communication Management, no. October. https://doi.
org/10.1108/JCOM-01-2012-0006.
Lampe, Cliff, Nicole B. Ellison, and Char-les Steinfield. 2008. “Changes in Use and Perception of Facebook.” In Online Social Networks: Essays on Membership, Pri-vacy, and Structure, 721–30. https://doi.
org/10.1145/1460563.1460675.
Leadbeater, Charles. 2009. We-Think.
Mass Innovation. Not Mass Production.
Edited by Update Edition. II edition.
Liu, Rendan, and Ayoung Suh. 2017.
“ScienceDirect ScienceDirect Self-Bran-ding on Social Media : An Analysis of Sty-le Bloggers on Instagram.” In 4th Informa-tion Systems InternaInforma-tion Conference 2017, 124:12–20. Bali: Elsevier B.V. https://doi.
org/10.1016/j.procs.2017.12.124 Morgan, Conway Lloyd. 2000. Logo, Im-magine, Marchio, Cultura. Edited by Pro-getto Editrice. Milano.
Olins, Wally. 1989. Corporate Identity.
Making Business Strategy through Design.
Edited by Thames and Hudson Editor.
Toledo.
ning.” Purdue University. https://doi.
org/10.13140/RG.2.2.11563.28965.
Deterding, S., Dixon, D., Khaled, R. &
Nacke, L. From Game Design Elemen-ts to Gamefulness: Defining “Gamifi-cation”. MindTrek ’11 Proc. 15th Int.
Acad. MindTrek Converence Envisioning Futur. Media Environ. 9–15 (2011).
doi:10.1145/1979742.1979575
Di Gangi, Paul M., and Molly Wasko.
2016. “Social Media Engagement Theory : Exploring the Influence of User Enga-gement on Social Media Usage.” Journal of Organizational and End User Compu-ting JOEUC 28 (2): 53–73. https://doi.
org/10.4018/JOEUC.2016040104.
Dorfles, Gillo. 2019. “Valori Icono-logici e Semiotici in Architettura.”
Op.Cit. Selezione Della Critica Con-temporanea 166 (Settembre): 1–14.
Falcinelli, Riccardo. 2017. Cromorama:
Come Il Colore Ha Cambiato Il Nostro Sguardo. Edited by Einaudi Editore. Torino.
Falcinelli, Riccardo. 2014. Critica Porta-tile Al Visual Design: Da Gutenberg Ai Social Network. Edited by Einaudi Editore.
Torino.
Ghidoli, Daniela. 2010. “Facebook e La Celebrazione Della Quotidianità.” Uni-versità degli studi di Torino
Kelsey, Todd. 2017. Introduction to Social Media Marketing. a Guide for Absolute Beginners. Edited by Apress Editor. Whe-aton.
Abu-Shanab, Emad, and Mushera Frehat.
2015. “The Role of Social Networking in the Social Reform of Young Society.” In-ternation Journal of Technology Diffusion 6 (January-March): 61–75. https://doi.
org/10.1145/2668260.2668269.
Ahn, June. 2011. “Advances in Informa-tion Science The Effect of Social Network Sites on Adolescents ’ Social and Academic Development : Current Theories.” Jour-nal of the American Society for Information Science and Technology 62 (8): 1435–45.
https://doi.org/10.1002/asi.
Aristotele. 2007. Politica. Edited by La-terza Editore. 14th ed. Vol. Economica Laterza.
Balan, Carmen. 2017. “NIKE ON IN-STAGRAM : THEMES OF BRANDED CONTENT AND THEIR ENGAGE-MENT POWER.” In CBU Internation Conference on Innovations in Science and Education, 1–6. Prague.
Brownlow, Sheila, Makenna Pate, Abigail Alger, and Natalie Naturile. 2019. “What Were They Thinking ? Analytic and Co-gnitive Language in Instagram Captions.”
Social Behaviour Research and Practive 4 (1): 21–25. https://doi.org/10.17140/
SBRPOJ-4-117
Cassone Idone, Vincenzo, and Favio Viola.
2017. L’arte Del Coinvolgimento Emozioni e Stimoli per Cambiare Il Mondo. Edited by Ulrico Hoepli Editore. Milano.
Deatherage, Scott S. 2016. “Facebook Engagement on College Students ’ In-terpersonal and Intrapersonal
Functio-262 263
Valentini, Chiara, Stefania Romenti, Gra-zia Murtarelli, and Marta Pizzetti. 2018.
“Digital Visual Engagement : Influencing Purchase Intentions on Instagram.” Jour-nal of Communication Management 22 (4): 362–81. https://doi.org/10.1108/
JCOM-01-2018-0005.
Wash, R. & Lampe, C. The power of the ask in social media. 1187 (2012).
doi:10.1145/2145204.2145381 Wu, Yanfang. 2018. “Social Media En-gagement in the Digital Age: Accounta-bility or Threats.” Newspaper Research Journal, no. August: 1–10. https://doi.
org/10.1177/0739532918796236.
265 264 D.social media
RESULTS AND EVIDENCES
E
266 E.results and evidences 267
In this section was reported the results related to data analysis, mentioned in part B section 11, from both the objective data method col-lection by technical measures, such as acoustic and lighting measurements explained in part B section 9, and the method to collect people’s perceptions of the safety, sound environment, lighting environment and urban and architectu-ral quality or the questionnaire explained in part B section 10. All three different questionnaires produced are considered in the result: on-site survey, double-check survey and social sur-vey. Because the deep study of perception lite-rature reviewed in part A, the hypothesis of this research is that the perception of urban safety can be influenced by several factors that can be divided into categories that concern the peo-ple's perceptions and others that concern the perceived surrounding environment.
All the research questions of this thesis, that are visible in part A section 8, are focused on per-ception of urban safety topic. To find an answer to them the starting point was represented by the sample of on-site survey. After individually looking of questionnaire and after comparing them, the final part of the section includes some global considerations that will lead to the ela-boration of evidences and guidelines for future projects.