A company or organization’s marketing is only as good as it’s social media presence. In 2020, this is something that I firmly believe. Traditional marketing is not where the people are anymore, TV, radio, print, everything has been replaced by something far more freeing on social media. TV is now youtube, radio is now Spotify, Print is now every Facebook, Instagram, Twitter, Tumblr, banner or promoted post disguised as an organically human post.
Two companies I feel have really grasped and ran with social media, perfecting their strategy and succeeding in their business because of it, are Wayfair and Wendy’s. These two brands stick out to me specifically because, in Wayfair’s case, I am the perfect demographic. I am a female adult who wants my house to look pretty. Wayfair has my number. They have catchy advertisements (Never underestimate the all mighty power of a jingle), they know what aesthetic is going to catch your attention, and they know what you’re looking for. Facebook has made that part extremely easy. One day you’re cruising Marketplace for kids bookshelf, the next Wayfair ads keep magically popping up in your feed showing you the exact bookshelf you want and the price isn’t too dear. Wayfair also has its own app, which literally puts the furniture virtually into your home via your camera so you can really visualize it in your space. Other clever things about Wayfair are the usage of known celebrities, like Kelly Clarkson, and they domination SEO and paid advertising on Google. Not only are they one of the first results in the paid adverts, but the organic searches and the shopping side bar search.
Wendy’s stood out to me as well because they have really made a name for themselves on social media, and again, I’m part of their fast-food loving, young person target audience. They essentially invented major brands having personalities. Wendy’s Twitter took the world by storm with how sassy and personable it was, making people want to follow it because ‘Wendy’s is like a salty chick who says it like it is’. They continue to dominate the scene because of this, even when so many brands have tried to replicate it. The audience Wendy’s seeks is younger, think college/University age, so they love Twitter beef, and actual beef most likely. The brand is also very responsive, consistently responding to tweets on a regular basis not only showing their engagement and personality but giving them a lot of presence. The other thing about Wendy’s is that they have a great product. Fresh, never frozen beef and you can taste the difference (speaking as a beef farmer). When your product is good, it’s a lot easier to just be a winning personality online.
An organization that would really benefit from a social media strategy would be Viagara. I would be lying if I said I didn’t have to research brands without any social media presence to get to that answer. This really surprised me because you do often see a lot of spam from Viagara, which is so 1995. This brand, although targeted towards an older audience, could truly benefit from having a social media strategy. They aren’t even in the top five search results when you Google their name! They’re 8 down into the free search, not even mentioned in the advertised searches. As the population ages, the generation of Viagara’s target audience changes too. Many boomers are using social media and turning away from traditional media. Viagara has already started a campaign to show people there is nothing to be embarrassed about when buying it, they should really take that and run with it on social media. Having an online personality will take the dirty word connotation away from the brand and make it more mainstream. Their first step should be something easy, like Twitter, and try to adopt the Wendy’s method of brand personality. Light jokes and quick responses would help them gain the traction they need to become a brand people want to follow which would then take away any stigma. From there, they can grow into bigger campaigns and targeted advertisements.
Organizations and companies that don’t utilize social media marketing are just playing themselves. It is the easiest and most effective way to reach an audience, especially this year with everyone stuck at home on their phones or computers. Some, like Wayfair and Wendy’s are killing it, and then there are some who really aren’t and need to re-evaluate their strategies, but the ones who haven’t taken that first step at all, like Viagara, really need to do so. It’s either that or settle for obscurity. Time is running out for brands that rely on a word of mouth name recognition alone.
Calabretta, D. (2020, March 17). Viagra gives another reason not to be embarrassed.
Bikker, Y. (2019, October 30). A Tribute to Wendy’s Awesome Social Media Strategy.
Sims-O’Grady, C. (2019, February 26). Social Media as a Business Model: Wayfair and Instagram. https://firstname.lastname@example.org/social-media-as-a-business-model-wayfair-and-instagram-fc94558797bf