TWEET THIS INSTEAD: A QUALITATIVE ONTENT ANALYSIS OF GRAB INDONESIA'S TWITTER CONTENT

Abstract

most engaging brand on TwiCer. Jakarta Social Media Week (SMW), in collaboraGon with Social Baker, present the 2019 Socially Devoted Award as a token of appraisals to recognise brands' interacGvity and social media engagement excellence. Scholarly literatures have previously studied how effecGve TwiCer usage could help businesses grow. However, it seems like there have not been enough studies that provide in-depth content classificaGon of social media content types in connecGon with social media engagement. In luck of such research, this study seeks to address this gap in the literature. This study mapped out cluster themes of content that generate a high engagement rate by analysing 150 tweets sent from @GrabID within three months before the company received the award. This study discloses eight types of messages that Grab Indonesia commonly posted on TwiCer. Furthermore, this study also found that compared to the other types of messages, contest/giveaway, pop culture reference, and seek interacGon generated higher engagement rates. Finding out the types of messages appeal and the degree of engagement it receives will equip brands with insights about the kind of content audiences are most interested in seeing. Such insights could funcGon as an addiGonal reference for public relaGons pracGGoners to create and explore more variety in social media content types that matches audiences’ preferences.