Wykorzystanie modelu PESO do pomiaru poziomu ekspozycji i zaangażowania w prowadzonych w mediach społecznościowych działaniach promocyjnych pośredników w obrocie nieruchomościami
The use of the PESO model to measure the level of exposure and involvement of real estate agents promotional actions in social media

Summary/Abstract: The growing popularity of social media is accompanied by an increase in the importance ofthe quality and frequency of content published in the Internet. This entails constant analysis, amongothers, in the field of exposure and the involvement of Internet users in the media. Among the manyavailable tools to carry out the above analysis, in this work the PESO model – Don Bartholomewwas used.The aim of the paper is to implement the PESO model (measuring social media on many levels)on the real estate market and to analyze the level of exposure and social media involvementby real estate agents. The detailed objective is to analyze the information content of social mediapublications, video materials, photos posted on social networking sites as part of the promotionalactivities of real estate agents.The case study method with deliberate selection of enterprises based on accessibility and diversityof data was used to carry out the research. The time range of tests varies from 6 months to7 years. The selection of social media was made on the basis of the global ranking of Alexa.comsites and based on data from Gemius/PBI, including the largest number of Internet users. Due tothe limited access to confidential information, a detailed analysis of two of the five measurementlevels (exposure and involvement levels) was carried out in this study. According to the research,the company’s information and quizzes are the most popular on the fan-page. The most commonlyshared posts refer to short information – curiosities from the real estate market published in thebackground of photos. With regard to the video message, posts in which the emphasis was put onproviding advice from the real estate market received the highest audience ratings. In the analyzedenterprises, in the adopted time interval, the scale of operation and the information content of themessages change in a dynamic manner.

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