What is COVID-19 (Coronavirus Disease 2019)

Online social media has gradually become a trend. Many companies, brands, and organizations attach great importance to social media for community engagement, aiming for marketing, reputation, etc. This study analyzes the effectiveness of the Hong Kong Philharmonic's (HKPhil) Facebook social media with the seven aspects of the honeycomb model. Through quantitative and qualitative analysis of the problems encountered, the authors found that the video posts on Facebook are more active than posts without videos, and the comments are generally positive. HKPhil's engagement on Facebook is good, with about 1.9% average participation rate. This research help understand whether Facebook engagement is effective and can reflect the audience's expectations, suggesting improvement strategies of social media to attract and engage more audiences and discover potential users.