Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts?

Abstract

Application of artificial intelligence is accelerating the digital transformation of enterprises, and digital content optimization is crucial to take the users' attention in social media usage. The purpose of this work is to demonstrate how social media content reaches and impresses more users. Using a sample of 345 articles released by Chinese small and medium-sized enterprises (SMEs) on their official WeChat accounts, we employ the self-determination theory to analyze the effects of content optimization strategies on social media visibility. It is found that articles with enterprise-related information optimized for content related to users' psychological needs (heart-based content optimization, mind-based content optimization, and knowledge-based content optimization) achieved higher visibility than that of sheer enterprise-related information, whereas the enterprise-related information embedded with material incentive (benefits-based content optimization) brings lower visibility. The results confirm the positive effect of psychological needs on the diffusion of enterprise-related information, and provide guidance for SMEs to apply artificial intelligence technology to social media practice.

Effectiveness of Social Media to Attract Customers for Start-up Business

“…It deprives businesses of their clout and empowers customers. As a result, when promoting their goods and services online, manufacturers must be more cautious (Zeng et al, 2022). Social media is a medium that is used by everyone on the planet.…”

“…Any business can post their material for free on websites like Facebook, Twitter, Pinterest, among others. Social media is a costeffective advertising medium as a result (Zeng et al, 2022). The company must still stay in touch with its clients' shifting choices, lifestyles, and resources and adjust to their shifting interests.…”