Blog #2 – COM0015 – Strong and Weak Organizations

There are numerous social media accounts that are owned by companies and businesses. Some are run successfully and are active and engaged. Others, not so much. 

The first successfully run social media account I can think of is Netflix. Netflix has an account for every country that it is available in and is active on most popular social media platforms. I’m always drawn to this account because I find the tweets have an underlying humor and sarcasm that I enjoy and they are interactive with its followers. On Twitter, Netflix posts multiple times a day and responds to inquiries and other replies on their tweets. They also keep on top of trends and use trending topics and hashtags to their advantage to promote what is currently streaming. For instance, when Taylor Swift’s new album dropped, Netflix Canada used a screencap from New Girl to stay on top of the trending topic and also tweet about a show that is currently streaming and is popular on the platform (see image below). 

Netflix Canada uses the release of the new Taylor Swift album, which was a trending Twitter hashtag, to promote New Girl, which is a popular show that is currently streaming on their platform.

The other strong social media account is Fabletics. Fabletics is a subscription-based fitness clothing brand that started out as an e-commerce platform but has also recently branched out with a few stores in the United States. Since this company started out online, I find that Fabletics knows how to use the internet and social media successfully to maintain an audience, their brand, and to gain new customers and followers. Fabletics is active on most social media platforms and they post every 1 to 2 days. I really like this company and what they stand for. Fabletics believes that every woman and body type is and should be cherished, and no matter how you move your body, whether that is through yoga, lifting weights for hours or simply doing a 15 minute workout, you should be proud of the accomplishment of moving your body and keeping a healthy mind and body. I personally like their products as they are fun, girly and affordable, and also showcase all different women and body types on their social media. Not only do they post about their products and new launches, but they also post workout videos on YouTube, healthy recipes on Twitter and Facebook, as well as mindfulness tips and tricks on Instagram and Facebook (see image below). Fabletics also does a good job with responding to customer inquiries that are posted in the comments section.

Fabletics’ Facebook post where they provide breathing techniques and relaxation strategies while promoting their clothing.

I found it difficult at first to find a “weak” organization or one without a social media presence, especially in this day and age. After doing some digging and looking at accounts that I follow, one organization that could use a more solid social media strategy is Marvel Studios. Although we are in a pandemic and most movie and TV show productions are put on hold, I think it is still important to keep posting consistently and developing some kind of social media calendar. On Instagram, Marvel Studios has 25.7 million followers and only posts a few times a month. They do speak on political and social issues (i.e.they have posts standing in solidarity with the Black Lives Matter movement), but other than that their posts are scarce. All of their movies are available on Disney+ and Netflix, so they could possibly take this opportunity to promote that, as well as the upcoming original series that they have in production for Disney+. 

2 thoughts on “Blog #2 – COM0015 – Strong and Weak Organizations

  1. I love the idea of different sites promoting other things such as the example you used with Netflix promoting New Girl and Taylor Swift with a meme. I have heard of Fabletics and also like what they stand for. I like the fact that Netflix promoted New Girl as well as Taylor Swifts new album, I feel like that is a great way to promote two different platforms (TV and Music).

  2. Emily, this is a very thoughtful blog! I have learnt much about how Netflix and Fabletics use social media to engage with their customers. I will make sure to follow them on Twitter and Instagram.

    Although I am not a fan of Marvel Studios and do not follow them on social media, I can relate to your writing. It does seem rather odd that some public-facing companies and organizations have effectively put their social media on hold during the pandemic. This is particularly baffling as evidence suggests that investing in social media engagement in this period pays off – as long as companies aim at building relationships with their customers rather than selling stuff aggressively.

    Another thing that baffles me – and this is something you have also mentioned – is that companies are quick to voice their position on whatever political controversy dominates the political landscape in the United States. I would love to see some research on what customers think about this. Personally, I find it cynical and disingenuous when a business suddenly becomes vocal on a political issue that everyone else is talking about at the moment. Also, a lot of such messaging is overtly political and often polarizing – while, as research demonstrates, customers prefer more “comforting” content during the pandemic.

    What do you think Marvel Studios should have done to keep their social media effort going? Do you think their slowing down during the pandemic has to do with a lack of understanding of how social media works or something else? I would be interested in knowing what you think about this.

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