The organizations that I have chosen as the ones with the most impressive social media strategies are Spotify and Airbnb. The one that needs to adopt a social media strategy is the Canada Revenue Agency (CRA).
Spotify is a music streaming service that launched in Sweden is 2008. I chose Spotify as a company with a good social media strategy because of the way it creates content for its listeners that cause them to market through social media.
Spotify`s social media strategy focuses on using data analytics to collect listener information from its platform and anonymously release the more comedic portions on billboards that they have created. Since they were funny and consumers could relate to them, they often took pictures of themselves with the billboards and posted them to social media which created additional free marketing for the company. For example, in their 2018 cross-channel campaign called “2018 Goals”, Spotify playfully highlighted some of its user’s habits alongside the picture Spotify`s social media strategy focuses on using data analytics to collect listener information from its platform and anonymously release the more comedic portions on billboards that they have created. Since they were funny and consumers could relate to them, they often took pictures of themselves with the billboards and posted them to social media which created additional free marketing for the company. For example, in their 2018 cross-channel campaign called “2018 Goals”, Spotify playfully highlighted some of its user’s habits alongside the picture
Spotify also created the “Wrapped” campaign which enticed listeners to share their listening history with others. It included a shareable social graphic that listed the listeners’ top artists of the year. They also created a graphic for musicians to share with their fans that showed how many listeners they had in each country and how many hours they had spent streaming their music. While disguised as a tool for sharing music preferences and successes each graphic also marketed the Spotify brand and started conversations about the company on social media.
The second organization with an impressive social media strategy is Airbnb. They are a very successful in the online arena where people go to find short and long term rental accommodations. According to Stastista.com, their current value is close to 40 billion U.S. dollars and they have listings for over 4 million properties in over 65,000 cities around the world. Their social media strategy similarly uses the positive shares of their customers to market their value and to position themselves as a rental company that offers a little more of a personal touch than a hotel can offer.
Airbnb uses videos and pictures that depict renters in different locations enjoying a variety of rental properties in various locals. They also ask satisfied customers, especially travel influencers, to post pictures of their stay on Instagram and to include #airbnb. The company then shares these photos showing the beautiful parts of the world that others could experience with an Airbnb rental and include a link to make it easier for viewers to book that exact location. There are over 1.8 million photos using #airbnb on Instagram.
Airbnb uses Instagram Stories to market “Experiences on Airbnb”. They show the unique and exciting experiences that are offered by Airbnb hosts like hiking and canoeing or exploring catacombs through 15-second videos. This was a successful venture for Airbnb. They achieved a 13-point lift in ad recall and caused more people to select Airbnb as the platform for their next travel experience according to Instagram Business.
Airbnb uses Twitter to engage with customers who shared their Airbnb experiences. They use the network to respond to customer service inquiries quickly. Customers can reach out to the company at airbnbhelp and get assistance no matter where they are. Airbnb uses social media to their advantage by using video marketing on YouTube and pictures of their clients great vacations and experiences on Instagram to define themselves as a great company that offers excellent accommodations and experiences. They also use Twitter to speak with customers and complete customer service inquiries.
The organization that needs to adopt a social media strategy is the Canada Revenue Agency (CRA). One of its mandates is to quickly and efficiently inform the public of new initiatives and respond to queries. While Social Media is a great tool for this, it is hardly being used today. The team at the CRA prides itself in supporting innovation and pushing boundaries in order to offer the best service for the Canadian public. However, achieving the goal of going digital has been more cumbersome because of the regulatory steps that must be followed and the levels of approvals that must be adhered to when responding to a query. At a time where social media allows for questions to be posed and opinions to be shared within seconds, the lack of flexibility in speeding up approvals or reducing the sheer volume of endorsements that are required makes this challenging.