Developing a sustainable content strategy to support information literacy: a case study of Comunilog Consulting on Facebook

Abstract

Introduction: In the digital era, information literacy is essential, with sustainable content strategies on social media significantly influencing content creation, user engagement, and retention. This study examines the impact of such strategies on Facebook, focusing on the Portuguese training centre, Comunilog Consulting. The primary goal is to evaluate content strategy course dissemination, weighing its advantages and disadvantages. Additionally, it explores the effects of repetitive content on users' information literacy and their ability to process and retain information. Methodology: This research uses an exploratory case study method, integrating qualitative and quantitative data. Data collection involved an interview with Comunilog´s general director and a content analysis of Facebook posts in 2023. We selected three courses: the most promoted, the least promoted, and a moderately promoted one. We analysed key metrics such as reach, interaction rate, and share count to identify gaps in the content strategy. Results: Findings reveal that the course most frequently promoted did not achieve optimal engagement, suggesting the potential need for alternative promotion strategies. Repetitive content was associated with lower engagement, suggesting information overload and indicating that Comunilog´s current sustainable content strategy may not effectively enhance informational value or support users’ information literacy. Discussion: The study highlights the need for deeper audience understanding, improved content adaptation, and identification of key factors to enhance sustainable content strategies as innovative engagement tools. Addressing these areas could mitigate the strategy’s current limitations. Conclusion: Comunilog´s sustainable content strategy faces challenges in converting engagement effectively. A more dynamic content management approach, incorporating updated and relevant information on promoted training, is essential to enhance information literacy and reduce information overload.

Keywords: Sustainable content strategy, Information literacy, Comunilog, Facebook, Vocational Training.