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Engagement on Facebook
Abstract
Increased use and reliance on social media in today’s youth has provided a strong
medium in which youth organizations can communicate with their audience. Social media
platforms allow for two-way communication and an open dialogue between organizations and
their audiences helping them foster more successful communicates efforts. Using this type of
communication also allows organizations to strengthen the relationships and build trust with their
audiences. This study explored how five junior cattle breed associations communicate with their
audience through a Facebook content analysis. The Angus, Hereford, Simmental, Brahman, and
Shorthorn association’s Facebook pages were analyzed to determine the reactions, comments,
and shares they were receiving, what types of posts they were making, how their followers were
reacting to posts, and how they were using Facebook to respond to their audiences. Results
showed that post containing graphics and videos performed better than those with just text, and
the associations that used these types of content displayed a greater level of engagement with
followers. Results also indicated that the Angus and Hereford associations, the two associations
with the highest number of page likes, showed higher levels of overall engagement with
followers. Results of this study can be used by other youth organizations to strengthen their
Facebook activity to encourage and foster better engagement with their audiences.
Social media platforms continue to increase in popularity, especially among youth and
young adults. Reliance and trust in social media has increased among these younger generations,
leaving it as the most convenient way to communicate and interact with them (Lee & Horsley,
2017). According to Seitz (2014), millennials and young people use social media as their main
source of news and information. As more traditional sources of news gathering are replaced by
online social media, youth organizations should turn to their social media sites as a means of
engaging and communicating to their audiences about important news and updates.
Social media has been defined as mobile and web-based technologies used to foster
highly interactive platforms for users to share, modify, and create new content (Kietzmann et al.,
2011). A unique aspect of social media is that both the public and organizations can create
important in making sure organizational decisions are mutually beneficial for the organization
and its audience (Grunig & Hunt, 1984). It is also important for organizations to understand how
to make their brand an accepted and valued member of the social media community to encourage
two-way communication. Social media provides opportunity not only for two-way
communication but also interpersonal engagement, interactivity, and two-way dialogue (Lovejoy
& Saxton, 2012). All of these things being what audiences, stakeholders, and organization
members strive to have with an organization to harbor a successful relationship. Social media
provides platforms for organizations to communicate and have conversations with their audience
Of social media platforms, Facebook has had increasing activity over the past several
years and is the most widely used major social media platform (Pew Research Center, 2017).
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While young adults were the earliest adopters of the site, usage by older adults has increased, and
a better representation of users spanning the broader population has been seen in recent years
(Pew Research Center, 2017). According to Facebook (2017), there were 1.28 billion daily active
users on average in March 2017 and by the end of June 2017 active users had increased to 2
billion. The steady increase in user numbers benefits organizations that strive to reach their
audiences faster and more efficiently and makes Facebook an ideal outlet to use for informal
communication efforts.
“Understanding the Facebook community and how to engage them (is) of paramount
importance” (Hodis, et al., 2015, p. 1275). This holds true for organizations as they can build
relationships with their stakeholders and reach organizational goals through Facebook. Audience
media. Research has found, for example, that incorporating multimedia formats such as links,
photos, and graphics increases engagement with posts (Abitbol & Lee, 2017).
“In order to legitimize a brand’s presence within Facebook and successfully engage
page” (Hodis et al., 2015, p. 1276). Facebook success is also contingent upon a brand’s presence
and shared ownership of the page with its audience. This includes the organization sharing their
audiences content and not just posting their own, as well as the organization responding to
reactions (like, love, haha, wow, sad, and angry), comments, and shares of posts (Leander,
2011). According to Facebook (2017), reacting/liking a comment is an easy way to let people
express their feelings about a post without leaving a comment. Commenting on a post is a greater
expression of engagement allowing users to tell the source what they think about the post in
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more detail. Finally, sharing a post allows a user to share content with personal friends and
followers and allows them to post their own text along with it.
Research has shown that it is essential for an organization to have a social media
presence in today’s world (Bergstrom & Backman, 2013). This allows for open dialogue and
shows that Internet users expect organizations to engage in a two-way online dialogue with them
through a social media presence (Cone, 2008), because people want to have an outlet for open
With the growing popularity of Facebook, several agricultural organizations have created
groups or pages to promote their messages or causes, with some being very active in encouraging
membership participation, asking for feedback, and posting news for their members (Meyers et
al., 2011). This includes several livestock breed associations who are trying to help their
members stay informed of events and other essential information as well as inform the public of
their specific breed traits. Briggs (1949) defined a breed as “a group of animals that, as a result of
breeding and selection, have certain distinguishable characteristics” (p.52). Briggs (1949) further
defined a purebred animal as “an individual both of whose parents are both registered in a
Compared to other livestock, cattle associations are more widely spread and more
focused on individual breed traits and characteristics. According to the National Association
Animal Breeders (2014), there are currently 19 cattle breed associations in the U.S. Most of these
registered breed associations also have junior breed associations that were created to help
promote the breed while developing youth members’ life skills and knowledge of the breed.
According to the North American Limousin Junior Association (2017), their purpose is to
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“develop knowledgeable, motivated beef industry leaders, while promoting the Limousin breed
through fellowship, leadership and education” (para. 1). Junior livestock programs allow youth
to gain lifelong skills through the programs and events they offer to members. Research has
shown that youth who raise and exhibit livestock gain life skills such as improved problem
solving and decision-making as well as enhanced people skills (Rusk, et al., 2003). These youth
members are the future of our world and the agricultural industry; therefore, it is important to
Very little, if any, research has been conducted over livestock breed associations and
their efforts in communicating with their members and the public, particularly in regard to their
junior breed associations. While many of these associations have social media sites targeted at
their members, no research has been done to explore their use of these tools. Research has shown
that using effective social media in youth-related organizations creates positive youth
development (Lee, & Horsley, 2017). Understanding how these organizations engage with their
audiences through social media, and Facebook in particular, can provide a better insight into
understanding how they communicate with their target audiences. This study will explore the
content posted by junior cattle breed associations on their Facebook pages and their engagement
Theoretical Framework
Grunig and Hunt (1984) developed the four models of public relations: press
symmetric communications (as described in Table 1). According to Grunig and Hunt (1984), the
two-way communications model is the most effective for encouraging dialogue and
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creates a mutual, beneficial, and growing relationship, and allows for understanding the
audiences’ wishes and communicating the organizations’ objectives based on the their wants,
creating a mutually beneficial form of communication (Grunig, 1990; Grunig & Hunt, 1984).
Lovejoy and Saxton (2012) discuss how social media provides an opportunity to use this type of
two-way communication because it offers a unique opportunity for open dialogue and
Table 1
The Excellence Theory is based off of Grunig and Hunt’s (1984) two-way
communications model and explains how an organization can be effective by behaving in ways
that solve problems and achieve goals of the organization’s stakeholders and management
organization and its publics is based on a relationship-building two-way model (Grunig &
(Macnamarea & Zerfass, 2012). Grunig suggests that the value of public relations efforts to
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organizations is positive, long-term relationships that encourage supportive behavior (Edman,
2010).
their audience. In relation with the Excellence Theory, social media develop and maintain a two-
way relationship by providing a means of steady conversation between users and organizations
(Ramandahan, Mendez, & Viswanath, 2013). Two-way conversations must take place for
successful information to be shared. This involves a two-way discussion, which can be achieved
through a social medium such as Facebook. Because youth and young adult are still the primary
users of Facebook, this is two-way communication is even more important to understand for
youth organizations.
This study sought to determine how junior cattle breed associations were using their
Facebook pages to create a two-way communication channel with their audience, particularly in
the time period surrounding their junior national shows. The purpose of this research was to
explore the social media activity of these associations on Facebook by examining their Facebook
activity. Specifically, this research explored the content posted by each association, how their
followers engaged with that content, and how the associations responded and engaged with them
RQ1: How many reactions (like, love, haha, wow, sad, or angry), comments, and shares
are found on the posts made by junior cattle breed associations on Facebook?
RQ2: What types of content are posted by junior cattle breed associations on their
Facebook pages?
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RQ3: What types of Facebook posts made by junior cattle breed associations received the
RQ4: How do junior cattle breed associations engage with their audiences through their
Facebook pages (i.e. replying or reacting to comments from followers on their posts)?
Methodology
To answer the research questions, a quantitative content analysis was used to analyze the
Facebook pages. According to Berelson (1952), a widely used definition of a content analysis is
a “research technique for the objective, systematic and quantitative description of the manifest
content of communication” (as cited by Macnamara, 2005, p. 2). Berelson (1952) suggested five
describe form characteristics of message content, make inferences to producers of content, make
inferences to audiences of content, and predict the effects of content on audiences (as cited by
Macnamara, 2005). For this study, the researchers sought to describe and make inferences of the
Data was collected on the five most followed junior cattle breed association on Facebook.
This was determined by analyzing how many followers the Facebook page had as of June 30,
2017. Table 2 describes the five most followed association pages. Although these numbers do
not represent the overall size of each association or breed, the number of likes shows the
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Table 2
The largest event for each breed association each year is their weeklong junior national
show that takes place every summer in either June or July in various locations around the U.S.
Surrounding these shows, communicating to their target audience is a major focus of these
associations. Therefore, data collected for this study focused on the two weeks prior to the
respected breed association’s show and the week of the show itself as this represents the busiest
All data were collected and coded by the primary researcher, and a researcher-developed
codebook was utilized for the study to aid in data collection. After the codebook was developed,
the researcher went through each of the five Facebook pages to code each post made during the
set time frame for that page. For research question one, a collection of engagement
characteristics were analyzed which included reactions, comments, and shares of each post
during the data collection period. For the second research question, the type of content posted
during the three week time period was coded using the presence of post characteristics, which
included posts containing text, graphics, a graphic album, videos, hyperlinks, a live stream video,
and any combination of these content characteristics. The third research question was explored
by analyzing the reactions, comments, and shares of each type of post. For the fourth research
question, the engagement of the association was explored including their responses to comments
on posts, reactions to comments from followers, and sharing of content from followers.
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Data were organized in Microsoft Excel spreadsheets and then imported into IBM SPSS
v.22.0 for data analysis. Descriptive statistics including frequency counts, means, minimums,
maximums, and standard deviations were run on the data as a means of analysis.
Findings
Research Question 1
Research question one sought to determine how many reactions (like, love, haha, wow,
sad, or angry), comments, and shares were found on the posts of the five most followed junior
cattle breed associations’ Facebook pages during the three weeks surrounding their junior
national show.
From the five Facebook pages during this time period, a total of 325 posts were found
with 21,550 total reactions (like, love, haha, wow, sad, or angry), 861 total comments, and 1,995
total shares. The National Junior Angus Association page had the most posts (n = 89, 27%),
followed by the American Junior Brahman Association page (n = 83, 26%), the American Junior
Simmental Association page (n = 60, 19%), the American Shorthorn Association page (n = 52,
16%), and the National Junior Hereford Association page (n = 41, 13%).
In terms of reactions (like, love, haha, wow, sad, or angry) received on the posts made by
each association, the Angus association received the largest number of reactions with a total of
11, 796 (M = 132.24). The Hereford association received the lowest number of reactions with
5,182 (M = 126.39); however, their mean number of reactions was the second highest behind
Angus. These two associations also received the largest maximum number of reactions for one
single post with the Angus receiving 437 reactions on one single post and Hereford receiving
426 reactions on one single post. Table 3 provides a detailed breakdown of the total reactions
(like, love, haha, wow, sad, or angry) received by each association to their posts.
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Table 3
Descriptive Statistics of Facebook Post Reactions (like, love, haha, wow, sad, or angry) (N =
325)
Association Total Total M Min. Max. SD
Facebook Number of
Posts Reactions
Angus 89 11,796 132.24 9 437 98.81
Brahman 83 1,695 20.42 0 76 14.93
Simmental 60 1,711 28.52 1 149 33.35
Shorthorn 52 1,166 22.42 2 83 19.05
Hereford 41 5,182 126.39 17 426 95.99
Note: Posts analyzed represent the two weeks prior to the association’s show and the week of the
show.
When looking at the number of comments received, the Angus association again received
the larger number of total comments with 373 (M = 4.19) as well as the largest mean number of
comments (M = 20.42). The largest numbers of comments received on one single post was from
the Simmental association with 126. Table 4 provides the descriptive statistics of the total
Table 4
The Angus association received the largest number of shares of their posts with 1,101
total post shares (M = 12.37). Although the Hereford association received the lowest number of
shares of their posts with 41 total post shares, they had the highest mean number of post shares
(M = 12.39). For one single post, the Angus association received the largest number of shares
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with 165. Table 5 provides details of the descriptive statistics of total post shares received by
Table 5
Descriptive Statistics Of Facebook Post Shares (N = 325)
Association Total Total M Min. Max. SD
Facebook Number of
Posts Shares
Angus 89 1,101 12.37 0 165 24.84
Brahman 83 176 2.12 0 20 4.12
Simmental 60 148 2.47 0 17 3.98
Shorthorn 52 62 1.19 0 12 2.84
Hereford 41 508 12.39 0 81 19.62
Note: Posts analyzed represent the two weeks prior to the association’s show and the week of the
show.
Research Question 2
The second research question sought to determine what types of content were posted on
each junior cattle breed associations’ Facebook pages. From these five Facebook pages, 325 total
When analyzing each association individually, the National Junior Angus Association
posted 89 posts over the three-week time period. The majority of their posts (n = 88, 99%) were
created by the association with only one (1.12%) post shared from another source. The American
Junior Brahman Association had 83 posts, with the majority (n = 70, 84.34%) created by the
association and 13 posts (15.67%) shared from other sources. The American Junior Simmental
Association had 60 posts in the three-week time period. The majority of their posts (n = 58,
96.67%) were created by the association with two (3.34%) shared from other sources. The
American Shorthorn Association had 52 posts, a majority of which (n = 48, 92.31%) were
created by the association, and the remaining posts (n = 4, 7.69%) were shared from other
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sources. The National Junior Hereford Association had 41 posts during this time, of which 39
(95.12%) were created by the association and two (4.88%) were shared from other sources.
To further analyze the posts made by each association, the types of content found in each
post were also analyzed. Of the 325 total posts, the most common type of posts found included
text and a graphic (n = 129, 39.69%), followed by posts that contained text only (n = 50,
15.38%), and posts that contained a livestream video and text (n = 37, 11.38%). Table 6 provides
a detailed analysis of the types of contents found in the posts each association made during the
Table 6
Research Question 3
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Research question three sought to determine which of the 18 different types of content
found in the Facebook posts used by these junior breed associations evoked the most engagement
from followers in the form of reactions, comments, and shares from followers. As shown in
Table 7, posts that included a graphic album and text (n = 22) received the largest mean number
of reactions (M = 112.95). Posts that contained both a livestream video and text (n = 37) received
the largest mean number of comments (M = 6.41). Posts that contained a video only (n = 2)
Table 7
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Research Question 4
Research question four sought to determine how each association engaged with their
audiences through replying to post comments and/or reacting to comments from followers on
their posts. The Brahman association reacted (like, love, haha, sad, or angry) a total of 10 times
(M = .12) to comments from followers, which was the most of any association. This was
followed by eight reactions (M = .09) made by the Angus association. The other three
associations had low numbers of reactions to follower comments (see table 8). The Angus
association was the most responsive with comments back on follower comments with a total of
18 responses (M = .20) during the data collection period. The other four associations made fewer
Table 8
This content analysis sought to examine the social media activity of five junior cattle
breed associations’ Facebook pages surrounding their junior national shows. Of the five pages
examined, the association with the largest number of page likes, the National Junior Angus
Association (n =10,141), not only had the largest number of posts (n = 89) during the three-week
period surrounding their junior national show, but also had the greatest number and mean of
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reactions to their posts (n = 11,796, M = 132.24) more than doubling the next closest association
in total reactions. They also had the largest number of total comments on posts on their page (n =
373). The association made posts mostly containing either text and a graphic, text and a graphic
album, or text and a livestream video. The Angus association page stood out to the researchers in
terms of their engagement rates because of their high level of activity and the types of posts
The American Junior Brahman Association page, with 3,714 total page likes, had the next
highest number of posts (n = 83). The content most often posted by the association included
posts that contained text and a graphic, text and a video, or text and a livestream video.
The American Junior Simmental Association page, which had 5,695 page likes,
performed in the middle in all three engagement characteristics, means of reactions, shares and
comments. The three most common posts made by the association contained text only, text and a
graphic album, and text and a livestream video. The American Shorthorn Association page,
which had 3,449 page likes, received low means in relation to the other associations on
engagement rates. Specifically, they had the lowest total number and mean number of shares
received. The most common posts made by the association contained text and a graphic, text
only, or text and a link. Both of these associations had several posts that contained text only,
which may have had an influence on their low engagement rates from followers.
Finally, the National Junior Hereford Association page, which had 8,795 total page likes,
had the lowest number of post activity during the data collection period, yet received the second
largest number of total reactions and second largest mean of reactions of all the associations.
They also had the largest mean number of post shares. The most common posts made by the
association included text and a graphic; text, a graphic, and a link; or text and a graphic album.
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Although the Hereford association was the least active in terms of posts made to their Facebook
page during the three-week time period, they were very successful in engaging their followers
with their post content. This could be related to the amount of graphics that the association
It is important to note that while the Hereford association had less than half the amount of
total posts than the Angus association, they still performed similarly in terms of engagement
rates. This could be a result of many factors, including the similar page likes received by both
associations and the similar types of content that were posted. The high number of posts that
contained graphics and graphic albums posted by each of these associations seemed to engage
Leander (2011) explains that reactions, comments, and shares on Facebook pages
measure engagement rate. Overall, the most common type of posts made by all five associations
included both text and graphic content. These posts received a large mean of reactions,
comments, and shares, which indicates that followers of these associations connected well with
this type of content. The second most commonly seen type of post among all associations include
text only content. These posts received a much lower number of reactions, comments, and shares
compared to posts that also contained a visual of some sort. This indicates that followers of these
associations were not as engaged by content that did not contain a visual element. Another type
of post commonly found within each of the five associations included text along with a
livestream video, which received a large number of means for reactions, comments, and shares.
It is not surprising to the researchers that the posts with graphics and videos performed better
than text only posts. Bortree and Seltzer (2009) stated that organizations should post photos of
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Within all five associations, the type of posts that received the largest mean of reactions
contained text and a graphic album, which continues to support the research that says audience
engage more with visual content (Abitbol & Lee, 2017). The posts with the largest mean of
comments included content that contained text and a livestream video, this also supports research
that says graphic and video content increase discussion on posts. The type of posts with the
largest mean of shares included only video content. Posts that contained some type of graphic,
video, or graphic album showed higher engagement rates than those that did not. This supports
the research from Bortree and Seltzer (2009) who stated that photos and videos stimulate
engagement and discussion among social media users. Most associations were successful in
posting photos and videos to increase their engagement; however, the Simmental and Shorthorn
associations, who posted many text only posts, did not have quite as much engagement from
followers.
Finally, this research sought to understand if and how the associations were using two-
interactions (Macnamarea & Zerfass, 2012). All five of the associations reacted and commented
back to comments made on their post at least once. The Brahman association made the largest
number of reactions to follower comments, while the Angus association made the largest number
of responses back to follower comments. Research has found higher engagement is seen to social
media posts when organizations respond to comments from followers (King et al., 2016). Both of
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and Hunt (1984) to build relationships and trust with their followers, and the engagement they
they are capable of building stronger relationships with their audiences and potentially increasing
the popularity of their organization. As discussed, engaging audiences through social media
outlets helps organizations achieve their goals (Hodis, et al., 2015). For junior breed associations,
successfully using social media is a way to reach their goals of developing beef industry leaders
while ultimately promoting their specific breeds (North American Limousin Foundation, n.d.).
Overall, by understanding what makes each Facebook page a success, these organizations can
Many recommendations for practice can be made in light of this study. The researchers
recommend junior cattle breed associations increase their discussion and engagement on their
Facebook pages in order to continue to build relationships with their audience. They should also
create post that contain more videos or livestream videos as followers tend to be highly engaged
by this type of content, while also continuing to make posts that contain graphics since these
posts performed well also. While each association did participate in two-way communication in
some form, it is recommended that a stronger effort in communication be made from the
associations to their audiences to increase Facebook page engagement and build stronger
relationships with their audiences as this will allow them to have a more successful medium of
communication.
In terms of future research, the researchers recommend that in addition to looking at the
type of posts and post content created by breed associations, future research should also explore
their communicative functions and particularly those that involve more of their audiences to
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increase engagement. Future research should also analyze each comment made on the different
types of post and include an analysis of the sentiment of each comment to better understand the
responses these posts received. Research on a larger variety of junior cattle breed associations,
as well as other species or livestock associations would help determine a broader understanding
of how to increase Facebook engagement overall in the industry. Further, to understand these
associations better as a whole, it is recommended that a content analysis be done within a longer
timeframe, perhaps an entire year, of posts instead of three busy weeks for the associations.
Overall, it was found that posts with graphics and videos performed well in engagement
rates with followers. The Angus and Hereford associations were more engaged with their
followers compared to the other three associations and should be looked at as examples to others.
Building relationships is important for any organization, and social media is one way to engage
younger audiences, just as these five cattle associations are striving to do through their Facebook
pages.
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