I have been following many of my favorite brands and designers on social media platforms such as Instagram, LinkedIn, and most recently YouTube and Facebook, for about three years. Some post more frequently than others and some are not posting often enough. For this assignment I will compare the Tory Burch Company / Tory Burch Foundation and Marc Cain on their social media strategy.
Tory Burch company / Tory Burch Foundation is based in New York City and Marc Cain is based in Germany in a beautiful glass building. Both are in the fashion industry, specializing in women’s apparel and globally operated. Both organizations adapted to digital marketing, however, Marc Cain has better content, but the Tory Burch company is listening, to diversity, inclusivity, and social change.
So, which is more impressive in their social media strategy? I am drawn to the Tory Burch company/Tory Burch Foundation. Much have been in the conversation of diversity and inclusion in the last several years and more so in the last year and equal pay. A short time ago, corporate responsibility was laid out on corporate website’s, but lately social media has organizations highlighting and discussing their causes. Social change and sustainability are part of the narrative with many organizations. That all is reflected in the Tory Burch company’s content.
The Tory Burch company social profiles are Instagram, Facebook, Twitter, Pinterest, Tumblr, YouTube, and LinkedIn. Tory Burch foundation social profiles are less platforms, Facebook, Instagram, LinkedIn, and Twitter. Nevertheless, the organization is using social media to advance to more than just likes and shares. They are building a community with shared causes and a love for a great brand. It takes more than uploading your product to market a brand in today’s social media culture. Meaningful engagement is key. More people are listening and paying attention to social justice, and the company have adapted to the changes in communication. The approach is unique. It takes creating unique content for each channel by telling a short story to make an impact and frequently engaging with the target audience (Sweeney, Lauren).
Marc Cain’s has fewer social profiles. Facebook, Instagram, YouTube, and LinkedIn are their social platforms. Their social media strategy is static; however, content is exciting. They could use an overhaul and improve on their use of social media, in terms of storytelling, diversity and engagement. They lack diversity, which may be interpreted by some as tone deaf. Incorporating more of their causes in story telling can lead to tapping into a new market. Sustainability is one of their causes to impact a better future. However, not advertised enough on their social profile. They lack change but creative. They could tell stories marrying the two together and demonstrate they are a brand that promotes inclusivity.
What are your favorite brands and how are they making an impact for change?
References:
Sweeney, Lauren, (n.d)Building a Successful (and Lasting) Social Strategy | Tory Burch Foundation
http://toryburchfoundation.org/resources/marketing
Follow me on Facebook to learn more on brands and social change. https://bit.ly/2Fpyfj4
Follow me on LinkedIn for more updates. https://bit.ly/3d9J336
Algonquin College Social Media Certificate Program 