COM0015-Blog #2: Strong and Weak Organizations

Organizations with the Best Social Media Strategy

LEGO

Do you remember hearing your mother say those bad words when she stepped on one?  Do you remember the last time you stepped on one or found one inside your shoe?  Well, Lego has been the toy of choice for generations.  The brand was even named World’s Most Powerful Brand by the Brand Finance’s Global 500 list for 2017.  This power comes from countless Lego fans worldwide.  Lego had that year an impressive 1.2 million pieces of user-generated content (USG) demonstrating the dedication of Lego hobbyists.

Lego has multiple accounts on Twitter and Facebook and counts more than 6.5 million subscribers on its YouTube channel.  Lego has been portrayed in video games, televised competitions and even in movies.  The most important aspect of their successful social media strategy comes from the increase of the engagement with their audience when Lego Ideas was created.  An official Lego set can be created following the submission of Lego makers.  This is engagement at its best since the product development is purely social, and it gives the fans a great sense of ownership.  But the cleverest part is that each submission must be accompanied by a support group of 10,000 people before Lego even considers the submission (see Figure 1 below).  The fans then become marketers for Lego!  Following a survey done by the Harvard Business Review (see Figure 2 below), Lego knows how social media is important for the brand and its USG platform is just brilliant.

Figure 2. Image retrieved from https://econsultancy.com/30-brands-with-excellent-social-media-strategies/

SPOTIFY

Spotify is one of the most popular companies that specializes in providing services in the digital music industry.  This commercial music streaming service has been operating since 2008.  Spotify counted, as of 2016, more than 100 million users.  Because Spotify targets audiences such as Millennials and Gen Z, it partnered with various record labels including Sony, EMI, Warner Music Group, and Universal.  It was important for Spotify to be able to provide a wide variety of music to their listeners.  The listeners are using the services based on a subscription.

Spotify’s social media strategy is so good that it is a social media network. Spotify created the opportunity for its listeners to influence their following on social media by integrating with Facebook and Twitter.  Users can share music, send tracks and playlists to their Facebook friends who can access them on their Spotify account.  Spotify’s social media strategy emphasizes the power that music has on people.  It brings them closer and is a part of moments that are special and unique to each listener.  Spotify does not have to create this magic, music does it all by itself!  It is easy to see that Spotify will eventually become the place where music will be shared and not just listened to.

Organization with the Worst Social Media Strategy

DOVE

Dove has put an emphasis on empowering women concerning existing beauty standards.  Dove created its beauty platform about 10 years ago called Real Beauty.  It has encountered some ups and downs.  One of the major downs came about when the company put on Facebook a post showing a black woman becoming a white woman after she used Dove’s body lotion (see Figure 3 below).  This image is not representative of a woman who believes that beauty should be about loving the way you are.  This post insulted many women who pointed out the racial aspect of the image.  Dove received so many negative replies and messages from women across different races that the company removed the posting from Facebook and even released an apology statement.

Figure 3.  Image retrieved from https://www.perzonalization.com/blog/social-media-fails-in-2019/

Dove also tried to reinforce a positive body image through its Real Beauty campaign by demonstrating visually that “beauty comes in all shapes and sizes.” As it was mentioned in a commercial, the ad showed Dove body wash in six different shapes of bottles (see Figure 4 below) each one corresponding to a woman’s body shape.  Dove tried the associative advertising technique which is to connect products and services with ideals.  What if the store is running out of the bottle that matches my shape?  Do I want to buy the bottle that has my body shape or the one I would like to have?  What about the ergonomics of the bottles?  Clearly, the shape of the bottles was negating all the efforts made by Dove to reinforce a positive body image. 

Figure 4.  Image retrieved from https://www.theatlantic.com/technology/archive/2017/05/dove-body-image/525867/

References

Waldron, John.  (March 26, 2020).  Lego has the building blocks for social media success.  Retrieved from https://etaileurope.wbresearch.com/blog/lego-has-the-building-blocks-for-social-media-success

Davis, Ben.  (November 20, 2018).  30 brands with excellent social media strategies.  Retrieved from https://econsultancy.com/30-brands-with-excellent-social-media-strategies/

O’Neill, Michael.  (May 1, 2019).  8 brands with the best social media campaigns of 2019.  Retrieved from https://www.brafton.com/blog/social-media/3-brands-with-the-best-social-media-campaigns-in-2016/#spotify

Campaign Creators.  (March 27, 2020).  Spotify: the new social network.  Retrieved from https://www.campaigncreators.com/blog/spotify-the-social-network/

Alemdar, Soner.  (August 20, 2019).  Social media fails in 2019 you need to know.  Retrieved from https://www.perzonalization.com/blog/social-media-fails-in-2019/

DeMers, Jayson.  (May 30, 2017).  The 7 biggest social media fails of 2017.  Retrieved from https://www.entrepreneur.com/article/294925

Bogost, Ian.  (May 9, 2017).  How Dove ruined its body image.  Retrieved from https://www.theatlantic.com/technology/archive/2017/05/dove-body-image/525867/

4 thoughts on “COM0015-Blog #2: Strong and Weak Organizations

  1. Hi Carole, I found your post on strong and weak organizations interesting because I also thought that Lego was an organization that had a great social media presence. Having a son who is now 14yrs and still enjoys putting Lego together, I like that Lego’s sites are fun and entertaining for all ages. They have something for everyone to enjoy and the videos that they share make the Lego sets they are advertising enticing for any child because they can imagine playing with their sets the same way.
    They have managed to make the most of all their social media sites and with the creation now of their Lego Masters TV program, I’m sure that there will be more buzz on their sites especially YouTube as the hosts of the show plug the program while giving viewers tips and tricks.
    Of course I think that even if Lego wasn’t as active on their sites, they would still prevail as one of the greatest toys ever made, minus the hazards to your feet from stepping on them!
    On your choice of weak organizations Dove, I have to say that I am surprised in this choice as I believe that as much as Dove has made errors with marketing choices, I don’t believe that the use of social media is what makes it weak. I believe the issues of not setting up focus groups before they launched their ads of showing a black women undressing and becoming a white woman or their ads of different bottle shapes is the real culprit of the backlash they received for these ads.
    Dove’s use of social media to promote their core beliefs is I believe a strong one. They have many positive messages on their social media sites and seem to be making a difference. Now if they could connect their marketing team with their social media marketing team, I believe they could do better because maybe they would be able to soft promote some campaigns and get some feedback using their social media sites, they could avoid costly errors to their brand.
    I think ultimately, that when companies choose to use social media they need to make sure that they either hire a professional company to help them come up with a complete plan or they need to invest the time and energy in making sure their social media strategy aligns with their values and brand. There is no sense in using these tools if you don’t use them properly because you then end up with either too much irrelevant info that people block from seeing or you end up with not enough and people choose to not follow you.

  2. Thank you for your comments. I totally agree with you in regard that before a promotion is launched on social media platforms, it should be carefully revised by a professional team and, in my opinion, a culturally diversified one. Colors, shapes, and items have a totally different meaning from one culture to another. I still believe that since Dove put so much emphasis on a positive body image, the team should have taken the time during these two campaigns to analyze and survey the results before displaying them on social media.

  3. Interesting post! I grew up with legos and I have noticed the success of the franchise with the movie being a favourite among young kids and young adults. I also find that young adults my age are still playing with lego. The toy brand has definitely kept up with its success on social media platforms which definitely makes the toy a timeless toy!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.