A Research On Overseas Social Media Content Marketing Tactics Of J Company

In recent years,the cross-border e-commerce has been booming and becoming a new trend of import and export trade.With more companies taking off internationally through cross-border e-commerce,more and more enterprises are faced with the severe problem of how to build a strong brand.Nowadays,the competition among cross-border e-commerce platforms is increasingly fierce.More and more Chinese brands use social media as a preferred tool to raise awareness in United States.However,what kind of social media content marketing tactics should be used? Most of companies are still exploring.In this study,ICA content classification framework was used to encode the collected contents.Excel and emotion analysis software were used to analyze the data to get the interactive effects of different content types.The main findings are as follows :1.After excluding the special content form of the giveaway,the content interaction effect of Community is the best,followed by Action and Information content.2.High-quality contents are often better than the high frequency of posting.Meanwhile,a comparative analysis of interaction effects across different social media platforms is also conducted,and it is found that the interaction effect of Instagram is 10-16 times as better as Facebook.Therefore,based on the above conclusions,the study proposed a content marketing tactic with Community content as the main content and Action content as the auxiliary content.Chinese scholars' studies do not rule out the giveaway contents.Their conclusions are not rigorous because the content of the giveaway will not be the main content.The application value of this study is to provide some pieces of advice to the Chinese company which has not owned strong brands in foreign markets.The study suggests that brands can optimize the structure of social media content to improve followers' engagement.Keeping active interaction with followers can build a strong relationship with consumers and make them get to know the brand.Finally,the sales volume could increase.The limitation of this study is to use Facebook as the only social media platform to do the research.It did not delve into the same content marketing tactic in different platforms of interactive effect.The cases of this paper mainly take the United States as the target market,and different market characteristics may lead to different conclusions.Follow-up studies can be extended up to contrastive analysis of several dominant social media platforms and choose countries outside the U.S.as the target market.