Analysis of content strategies and levels of interaction on Facebook: the case of the Liga Deportiva Universitaria de Portoviejo

Abstract

The effectiveness of the communication strategy implemented on the official Facebook page of Liga Deportiva Universitaria de Portoviejo was analyzed by measuring its direct impact on audience visibility and loyalty, based on follower interaction and engagement levels. The study employed a quantitative approach and a non-experimental design, analyzing the content of 60 posts published between June 1 and 30, 2024. These posts were categorized by theme and format, and metrics such as reactions, comments, shares, and interaction types were recorded. The results showed that post-match galleries and announcement/promotional posts achieved the highest average reactions and shares, while institutional and advertising content generated lower engagement levels. Furthermore, the study identified that video content performed better than images in terms of interaction, consistent with previous research on digital sports marketing. These results suggest that the effectiveness of communication on sports social media depends on a combination of factors such as thematic relevance, visual appeal, and posting timing. Strategic content planning that prioritizes audiovisual formats and messages focused on the fan experience can strengthen a club's digital presence and effectively contribute to audience loyalty.