COM0015 – Blog Post #2 – Strong & Weak Organizations

Costco Wholesale Canada is a great example of an organization with an impression social media strategy. Costco Canada uses a variety of social media to engage with its audience and does a really good job at it. I follow Costco Canada on Facebook where they have 50,398 likes, Twitter 39,300 followers and LinkedIn 18,290 followers.

This company is just always on top of whatever they do. Consumers make numerous comments and post daily on a variety of their social media outlets and Costco responds to each and every one within hours of posting. Their responses address the user by first name and always end with the name of the person from Costco who has responded to the comment and a resolution or action to take place. This personal approach shows Costco’s customers that they are valued and taken seriously.

Their social media team take the time to address all issues rather than posting generic responses. Costco’s style of responding is approachable and consumers feel that they can ask questions or post concerns and they will be answered in a timely manner with accurate and professional information. Costco is excellent at getting their messages across to the their audience in a positive and respectful manner. They use Social Media to their advantage to release and gather interesting and useful product feedback to send out company information across all their social media platforms to their large group of followers. There are many large companies out there that could learn a thing or two about Costco’s social media approach. Have you ever dealt with Costco online or any other large retailer? If so, what was your experience like? PS. I love Costco… I just can’t help it! 🙂

On another note, it can be shocking to come across a large company who doesn’t utilize all aspects of social media. For example, Apple is one of the biggest companies in the world yet has a Twitter Account and has never Tweeted and no official Facebook page. They use LinkedIn but that’s about it. Maybe this is Apple’s Strategy. Brian Solis, principal analyst at Altimeter Group, says: “The truth is, if they didn’t have that momentum going into this new, connected generation they would have to do it,” he says. “They already had word of mouth and that word of mouth continues. They already had that momentum.”

I completely disagree. Apple is loosing popularity and I think that social media would be a way to engage and excite their base of customers as well as build or reach a entirely new audience. Word of mouth is great but Social media lets people interact and ask questions, watch videos in real time and involves the audience so that they feel like they are a part of the excitement. Apple really is missing the mark. They could be running contests, promoting their products and engaging their audience to keep their brand fresh and accessible for their users.  They might just miss out on future generations who will continue to use social media as a main source of entertainment and information.  What do you think about Apple?  Should Apple be engaging more with their customer through social media ?




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