In this day in age, it is vital that an organization understands the significance of social media. Used properly, social media is a tool that businesses can use to their advantage to further their influence.
Organizations that I feel do a good job at utilizing social media to further their influence are, Dove and Nike.
Dove is a personal care company that specializes in skin and hair care products. Through the use of many successful marketing and social media strategies, customers understand that when they buy from Dove, they are getting rich, nourishing, hydrating products. Customers also understand that when they are purchasing from Dove, they are supporting an organization that is socially conscious.
This brand was able to achieve a mostly positive reputation through various social media efforts. For starters, Dove has launched numerous campaigns revolving issues that are important to their target market. They consistently attempt to amplify female voices, self-acceptance, dismantle negative beauty stereotypes and standards. Dove has launched numerous viral campaigns on multiple social media platforms including Twitter and YouTube that have managed to remain relevant. By publicly supporting issues that reflect their customers feel strongly about, they have built a strong relationship with their customers and in turn, accumulated a loyal following. Another successful element of their social media strategy is their consistent use of personal hashtags, each campaign they introduce includes new hashtags. Not only do these hashtags allow for people to easily search for posts related to each campaign, but they also promote brand awareness and engagement.
Nike is an internationally recognizable organization that specializes in athletic apparel, footwear, and accessories. For decades, Nike has managed to maintain their influence within their industry as a result of their numerous celebrity partnerships. Nike understands how powerful these partnerships and endorsements can be. They have managed to capitalize on people’s emotional connections to these celebrities and influencers. Customers are more inclined to purchase from an organization when they see their favourite celebrity wearing that same brand or if they have an exclusive collection with a certain brand.
Nike’s media posts are not overly complicated or very frequent, but I think this is something their audience appreciates. They have so much hype surrounding their brand that all they have to do is share a simple post or story and it will without a doubt create a buzz. Similar to Dove, aside from their iconic #JustDoIt slogan, they frequently create custom hashtags for their various product launches. Aside from their many collaborations with public figures, they also ensure that they include everyday athletes within their media campaigns. They encourage everyone to share their athletic journey’s online with their various campaign hashtags, thus creating a strong, positive online community.
An organization that would benefit from implementing a social media strategy would be L’Occitane. They specialize in natural skincare products, L’Occitane takes pride in their product innovation and using sustainable ingredients in all of their products. I think the excellent values and goals that L’Occitane has committed to, are not being properly communicated through their social media platforms. For starters, I think that some of their content on their YouTube and their Facebook is not particularly relevant at times and I think they post just for the sake of posting. For example, they often post about the same product over the period of a few days but there is not a new element or new promotion for these products, they just consistently create posts about the same 3 products.
Another element of their social media presence that I think needs to be adjusted is how they engage with their customers. They appear to favour their Facebook page as they usually post once per day. Despite their page having 6 million followers they average about 20 likes and a couple of comments on each post. Part of this engagement problem is that they don’t respond to comments or questions they get on their posts very often. I think that if they created an open dialogue between themselves and their customers, they’ll be able to generate a sense of community.
Another problem that may be a detriment to their organization is their lack of collaboration with other brands or influencers. Perhaps partnering with charities or brands that have similar values surrounding sustainability can create more engagement to their social media platforms and people may get a better understanding of who they are. Even having an influencer post a review about their products or have them featured in a tutorial on their pages would bring some more engagement.
Lastly, I think it would be beneficial for L’Occitane to create signature hashtag or use any hashtags at all throughout their social media posts. I think one or two relevant ones could help their brand awareness and engagement.