Emma Radzyminski

Abstract:

Abstract: In recent years, scholars researching corporate social media strategy have placed a focus on analyzing the presence of trends in approaches seen across brands (e.g. Ashley & Tuten, 2014; Ren et al., 2023). Conclusions made from these studies then imply that success is achieved through a copy-and-paste mindset towards content type and style, perpetuating the idea that there exists a set formula for brand engagement (e.g. Ashley & Tuten, 2014; Ren et al., 2023). While these efforts provide insight into the tactics that translate well to users, they lack extensiveness and fail to highlight the opportunity to utilize both differentiation and experimentation in developing fresh approaches. The question remains as to how companies can break free from the constraints of concept-recycling tendencies and actually stand out. In my study, I conducted a discourse analysis of Duolingo’s social media which presented the utilization of unconventional approaches. Theories of positioning and code-switching were found to be principal elements within the company’s posts and interactions online, suggesting that unwavering success can be achieved through alternative strategies. References: Ashley, C. & Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology and Marketing, 32(1). https://doi.org/10.1002/mar.20761 Ren, F., Tan, Y., & Wan, F. (2023). Know Your Firm: Managing Social Media Engagement to Improve Firm Sales Performance. MIS Quarterly, 47(1), 227–261. https://doi-org.ezproxy.siena.edu/10.25300/MISQ/2022/16162