Tag Archives: twitter

Wal-Mart’s Social Guidelines

29 Apr

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Wal-Mart’s social media policy could be easily searched via Google; however they seem to call it their guidelines, and provide many different category of guidelines underneath. They first are telling their customers about their Twitter and Facebook engagement and what they should expect out of them online and what Wal-Mart expects from their followers. It then follows with what guidelines are expected from the Wal-Mart associates and what they need to follow. Finally it concludes with a few guidelines for participants of some of their promotional sponsored associates and a Mom Program. The guidelines are under their homepage and also give viewers the option to share and tweet it out, so it shows how open they are about their guidelines and want their employees and the followers to know exactly what is expected.
With their guidelines, I really like that not only do they tell their employees what is expected of them on social media, like:

  1. Know the rules
  2. Remember that we have a dedicated FB team tasked with responding to customer inquiries or criticisms
  3. And consider using company established channels for job-specific issues.
  4. And for managers: be familiar with the Social Media Management Guidelines (which can only be accessed via login/password).

But Wal-Mart also tells their customers what it is they should expect to see on Twitter and what to expect on and what they expect of their customers on Facebook! On Twitter they give a list of all official Wal-Mart Twitters, so people are not asking questions to faux accounts. They also tell the customers on Twitter that they will try and respond to as many relevant questions as possible. On Facebook their guidelines seem a little bolder, (they are literally bolded). They ask that their followers to be polite, don’t break the law, stay relevant and “keep it real.” I find these Facebook guidelines to be a little strange to put in an official document, and that they are telling their what is expected from them.
If I was Wal-Mart I would make less of an emphasis of these Facebook guidelines by first un-bolding them. I do not see why those ones are much more important than the guidelines for the employees of Wal-Mart. I think it is too much for a large corporation like Wal-Mart to make rules for their followers. They should make more of an emphasis on what is expected of their employees. These are the people who are representing the company, and should be accounted for what they are doing online.
Wal-Mart’s social media policy has a good start, but could definitely use some editing. The main point should be the associate’s guidelines, and make that first and bolded, while making the Twitter and Facebook expectations on the bottom and less of a focus. On the other hand, I think what is expected from the employees is pretty well laid out. They expected their employees to know the rules of the information policy, on what is confidential information and should not be posted on social media. They want their employees to know that social media platforms are not the place to talk about their job. If there seems to be a problem, they should speak with their manager, not the corporate Twitter account. And lastly, they do not want their employees answering questions on Facebook/Twitter. That is the duty of the social media manager, and will be taken care of through them. Overall I think it is very much important to put a policy in place. While telling employees verbally what is expect from them could be quicker, guidelines/rules are much more definite and expected when written down, universally for all of the employees. This way, no one can argue any which way because it can easy be sent to all employees. This is a must for any company that wants to keep all employees on the same level and keep communication strong.

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How Taco Bell is Making Their Customers Go “Loco” on Twitter

12 Apr

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Most people remember when Taco Bell’s Dorito Tacos launched about two years ago, and how everyone had to get their fingers dirty on them. Taco Bell has recently launched round two of Dorito Tacos with the new Dorito Cool Ranch shell. And today these flavorful shells have ultimately saved Taco Bell . Taco Bell’s current campaign is promoting their newest shell flavor, Cool Ranch. The new taco is their profile picture on Twitter, but also what appears to be a fan-generated background picture including fans enjoying the new taco and their self-established hashtag #coolranchdlt .

When looking at other “Mexican” fast food restaurants, such as Qdoba or Chipotle, Taco Bell has a much stronger presence on Twitter because of the content they put out and the interaction they have on Twitter. When comparing specifically to Chipotle, they have 140,000 tweets, yet only 175,000 followers on Twitter. Taco Bell on the other hand has only 22,000 tweets, but almost 415,000 fans.  When comparing the reasoning, it is because Taco Bell puts out much more valuable content that fans actually enjoy viewing. Chipotle tweeted a picture of a tin foiled covered burrito, just asking “what is your burrito?” Although there is a picture with it, it is a blank picture with a boring question. No follower is going to tweet all of the ingredients they put in their burrito, and nothing about that makes someone want to go get Chipotle. On the other hand Taco Bell put out an edited image that shows what the product actually looks like, and tells their followers this new product will be back in May. This gives customers something to look forward to, while also being able to see their product first hand. With this single image, it received almost 2,000 retweets, showing many more people about a new product coming out and also 1,400 favorites. Additionally Taco Bell responded to some of their followers in a humorous way: tacebooo bell

As the visual aspect works very well for Taco Bell and that is what much of their content is, another reason their Twitter is so strong, is the interaction in the Twitterverse. Not only do they retweet many followers’ tweets that mention Taco Bell, they are also using the “trends” in a creative way. For example, one of the trending hashtags used by Taco Bell was “#WhyBeInARelationshipIf you’re in love with Taco Bell?” TAcobellFor me this shows that Taco Bell is staying engaged with what is going on online, and are keeping up with the “trends.” This tweet alone received over 3,000 retweets, 1,000 favorites and various replies, on specifically stating, “I want soft tacos now pls.” Even a tweet that does not show a product or really talks about the company is receiving high involvement. Taco Bell seems to really striving on being funny, and are able to do so easily because the liking it is getting from their followers!

The Taco Bell brand is so successful with their social media truly because of their visual material, staying up with the trends and being funny! These social media aspects are much apparent when viewing Taco Bell’s social media compared to Chipotle. It is important to stand out in the market today, and if Taco Bell keeps up with what they are doing, and keep launching new Dorito Taco flavors, I think they will do just fine.

Target on Top of Department Store Social Media

17 Feb

Target

Target, the luxury department store, has made themselves stand out when compared to other powerhouse department stores, specifically Wal-Mart. When comparing Target’s 500,000 followers compared to the big retailer Wal-Mart’s 300,000 it is evident through their Twitter feeds what makes Target the leader in social media.

Three things that Target has done immensely well on Twitter are:

  • Showing a reflective voice that coincides with the brand (kind of spunky, yet professional)
  • Providing an intriguing lead followed by a purposeful link
  •  And suggestions about some of their products

For any brand it is important to have the social media’s voice to correlate with the company, as Abi Naumann said, social media is “the face of the company.” If the social media’s voice does not match with the brand it may cause some consumer dissonance and turn followers off.

Not only do links provide more knowledge to the consumer, but they also increase engagement for the brand, which is the major motive of having social media attendance. By providing the links, they also can redirect their consumers to their Target website which, for the popular trend of online shopping, is hard to pass.Target1

Finally, it would not be a brand’s social media page if they did not highlight the products Target offers, which all brand’s should be doing. Using social media is a quick and simple way for many online users to see a brand’s products instantly. It also will entice consumers to fall into their desires and purchase the product! target2

Overall, Target has used their social media presence to bond with their audience and provide them with useful information and suggested items to purchase. Target has shown that a strong social media presence can help beat out their biggest competition online and hopefully one day in sales.

Audi’s Bravery v. Mercedes Benz’s Blackout

8 Feb

Superbowl 47 has come and gone, and with any team, but the Packer playing, I’m really not interested in the game play. However being a communications student, I strictly focus on the best part of the Superbowl, the commercials.

With companies paying millions of dollars for 30 second spots, they are all pulling out the big guns to make USA Today’s top 5 on  the Ad Meter. Although the advertisement is the most essential part of the campaign, the buzz about the commercial starts on Twitter.

audiprom-1Audi, the car brand, started the Twitter conversation about two weeks before the official airing of their ad at the Superbowl with a tweet asking followers to choose the ending of their “Prom” commercial. Additionally they started using the hashtag #braverywins and had retweets and responses to their followers using the hashtag.

When Audi launched their advertisement “Prom,” in the first half of the game and the #braverywins in the commercial it created about 5,000 conversations on Twitter, however most of the conversations Audi had with their followers spent more time on the advertisement and brand, instead of the hashtag trend they were trying to push.

As the second half approached, and Beyoncé finished rocking out during halftime, the Mercedes-Benz Superdome went under a blackout. Of course this was sort of a joking matter, and because a competitor of Audi sponsored the superdome, it seemed like an appropriate time for Audi to poke a little fun at  the competitor’s company.

Audi retweeted, “Did Mercedes-Benz not pay the electric bill? #superbowl.” This does not strategically help Audi into selling more cars, but having the Audi  brand be aware of their competition and be able to make a little humor to other brands makes Audi have a better representation on Twitter. Capture

On the other hand,  they tweeted whether or not the Mercedes Benz Superdome was in need of LED lights or not? This tweet still shows the awareness of the Superbowl’s situation, and that their competition is involved with this incident because of their sponsorship. By tweeting about a specific feature that Audi offers, helps advertise their cars, while still discussing their Superbowl.

With the Superbowl being one of the biggest advertising days for most brands, they will start campaigning and creating buzz, just as Audi did weeks in advance. Although Audi’s hashtag did not create as much talk as they had wished, many people still enjoyed the commercial as a whole, made top 10, and that definitely created conversations. In addition, I think the blackout worked to Audi’s advantage by having the superdome sponsored by their competitor Mercedes Benz. The blackout created a little joking conversation that created an overall well done Superbowl campaign for Audi.