International Journal of Engineering and Technology

Since the past few years organizations have increasingly realized the value of social media in positioning, propagating and marketing the product/service and organization itself. Today every organization be it small or big has realized the essence of creating a space in the World Wide Web. Social Media through its multifaceted platforms has enabled the organizations to propagate their brands. There are a number of social media networks which are helpful in spreading the message to customers. Many organizations are having full time web analytics teams that are regularly trying to ensure that prospective customers are visiting their organization through various forms of social media. Web analytics is foreseen as a tool for Business Intelligence by organizations and there are a large number of analytics tools available for monitoring the visibility of a particular brand on the web. For example, Google has its own analytic tool that is very widely used. There are number of free as well as paid analytical tools available on the internet. The objective of this paper is to study what content in a blog present in the social media creates a greater impact on user engagement. The study statistically analyzes the relation between content of the blog and user engagement. The statistical analysis was carried out on a blog of a reputed management institute in Pune to arrive at conclusions.