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The collected statistical data, which was extracted from the activities in the marketing model, shows that there is best time to post, hours and days that are better than others to post pictures to get the most engagement. The collected data from Tegelbruketdesign shows that the best times to post is in the morning 8 to 10 am, evenings 8 to 10 pm, this is also supported by the data from X and Ellinor. Sarah could not give specific hours so the collected data agrees to the theory to some extent. Regarding quantity of posted pictures the theory and the collected shows the same result – to be active but not overdo it. One to two pictures per day are a good amount. Regarding picture types and styles Hemley (2013) found in his study five different types of pictures that drives engagement; customer-centric photos, employee- centric photos, contest photos, product photos and photos with bloggers/famous people. It also states that a company should have a mix of these so that the followers do not lose interest. The different types were limited down to three – customer-centric photos, product- centric photos and contest photos and the statistics from Tegelbruketdesign showed that product-centric and contest photos drive more engagement then customer- centric photos. Sarah mentioned is important to stay consequent and to give the account personality. X and Ellinor answered that it is really important to have a mix of picture, to not always use the same because it gets uninteresting fast. When it comes to picture styles Hanna et al. (2011) states that generally all photo styles requires to create an image that reflects the brand and to do special and well- thought-through pictures that do not feel to pushing or selling. Uniqueness and variation is also important so the followers do not lose interest. The collected data supports the theory. X and Ellinor emphasis on the importance of light, high contrast and high quality pictures, those pictures always drive the most engagement. The statistics from Tegelbruketdesign shows the same results, the four most liked media (presented in chapter four) were bright, high contrast and of good quality. The last question is from the marketing model and is about the usage of hashtags. The theory states that it is good because it makes the picture searchable and can lead to new followers. (Ha, 2014) 44PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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