Conduct of Facebook Page Content Creation of a Not-for-Profit Virtual Community in the Philippines: An Autoethnographic Study of a Filipino Online Community Manager

Abstract

This study explored how Facebook content creation is conducted by a not-for-profit virtual community in the Philippines and the meaning or motivations behind these practices from the perspective of the researcher, a Filipino Online Community Manager. Utilizing Autoethnography and Grounded Theory as a methodological frameworks, the researcher analyzed textual artifacts from 2021 to 2024. Thematic analysis was employed supported bu MAXQDA software, a qualitative analysis software, to guarantee organized coding and efficient theme identification despite the breadth of data. The findings revealed that Facebook content creation is conducted through practices such as employing diverse content themes and formats, promoting collaborative engagement with members and partners, implementing strategic content creation and management system (e.g., use of social media calendars, standardized design guides, and content storage banks), leveraging data-driven audience insights, and optimizing posting schedules and frequency strategies. The study further identified key motivations behind these practices, including building meaningful member connections, utilizing social monitoring for community improvement and as a content creation guide, increasing community awareness, promoting growth, fostering trust and credibility, and encouraging member participation. Recommendations include diversifying content formats and themes, conducting regular social monitoring, encouraging contributions from members and partners, and leveraging data-driven insights to refine strategies. Strategic content creation and management practices—such as maintaining content storage systems, using social media calendars, and optimizing posting schedules were also highlighted as vital for enhancing engagement and content creation process' effectiveness. The study's findings have broader applications in fields such as Advertising, Marketing Communications, Organizational Planning, Corporate Social Responsibility, Advocacy and Social Mobilization, Public Relations, and Information Studies. An assessment guide for social media content creators of for-profit and non-profit organizations, specifically Facebook content creators, and online community managers was also created by the researcher which can be potentially used as a reference in the conduct of their Facebook content creation process.