Evaluating the Marketing of THE SPRINGS Event Venues of Oklahoma: a Content Analysis of Facebook Pages

Abstract

THE SPRINGS Event Venue is a wedding venue that has a unique mission to provide personal touch to their clients by being flexible, interacting with consumers online and educating the everyday viewer. THE SPRINGS Event Venues connects with engaged couples by updating and maintaining their Facebook pages and unifying their brand. A content analysis was created to assess the differences among each of the three Oklahoma location pages. Integrated communication will be considered to improve the formats of the 2018-2019 data given from the Facebook pages. Consumers expect the same quality of engagement and information within a given company no matter the separation of physical locations. The authors will analyze data from the Facebook pages of THE SPRINGS Event Venues by looking at the following metrics of each page: likes, followers, efficiency to customer questions, reaction time, ratings and recommendations, number of events in specific time periods of the year, number of weddings total, the differences and similarities of each Facebook page, and the number of posts made each month. THE SPRINGS Event Venues needs to consider creating a more unified Facebook outlet as it expresses their accountability, reputation, transparency, and customer service. Findings conclude that most details within each page are uniform. However, discrepancies exist with the tools available, photograph depository, and online Facebook community interactions, such as members, comments, and reviews.