Social Media Usage
Analyzing Social Media Business Usage
1. Warby Parker
Website: www.warbyparker.com
Warby Parker manufactures, designs and sells, vintage-inspired sunglasses and eyeglasses. They are a national company based in New York, New York. It is estimated that the company has about 1600 employees and has stores nationwide.
The company is currently using the following social media platforms: Facebook, Twitter, Instagram, and youtube. As of September 5, 2021, at 11:30pm they posted something n facebook 14 hours ago. They post daily on Facebook, Twitter, and Instagram around 9:00 am every day. All platforms have the same post, and the number of followers varies based on the platform. Facebook has 764,723 followers, Twitter has 82.9k followers, and Instagram has 557k followers.
Their Youtube Channel is different. they last posted six days ago. Their average posts on youtube seem to be every few months and they only have 7.41k users.
Warby Parker communicates well, they have the same message across every platform that they use with the exception of YouTube. On Youtube, they have more information about glasses and not so much about marketing to get users. All other platforms seem more fun and energetic while Youtube is just information.
2. BGLH
Website: bglh-marketplace.com
BGLH sells handmade whipped butters and soaps for hair, beards, and skin. They are a small business based out of Brooklyn New York, they have a small storefront. BGLH has 5 employees or less since the pandemic and from what I can tell they do not ship overseas. This company started as a blog and the owner would privately make whipped butters and friends who ask her to make them so they could use them as well. Then she launched her handmade butter brands.
I do not believe that BGLH has a social media director, it is run by the creator CEO herself. The brand uses Facebook, Twitter, Instagram, and Youtube. They regulary post pictures on facebook, however the last actual post they did was in April 27th of this year. They have 42,728 followers on Facebook currently. On Twitter their last post was on April 25, 2019, there they have 56k followers. On Instagram they last posted on August 10 of this year and they have 11, 800k followers. On Youtube they last posted 1 week ago and there they have 650 subscribers.
This company uses many social media platforms however they don't post very often. I know that the company is growing strong because they still have their store front and send out regular email blasts and have lots of sells and promotions. I believe this company works more on word of mouth then on social media. Whenever I do contact them it has been via email, and they have always responded.
3. Away
Website: www.AwayTravel.com
Away makes high end modern travel gear and luggage. They have stores worldwide from Canada to London. They have a high social media footprint. Their head quarters are located in New York City. They have roughly about 150-200 employees worldwide. As I was doing research I found that the creators of this company also worked together at Warby Parker (Business 1).
I found out about this company via social media, if I remeber correctly it came up on my feed on Instagram. They are on Instagram, Facebook, Twitter, and Pintrest. Their last post on Facebook was on August 17, 2021, on Instagram their last post was four days ago, and Twitter their last post was on September 4. I couldn't tell when their last Pintrest post was made. However, it does look current. As far as followers go it goes as follows: Facebook 128,133, Twitter 22.3k, and on Instagram they have 555k followers, on Pintrest they have 13.8k followers.
This business carters to the savvy traveler, which also happens to be a savvy internet users. They are very response and take the time to post regularly and speak with customers. Thier entire marekting campaign is very vivid and colorful. They want to engage with their customers and make that know with their social media interactions.
4. 1-800 Contacts
Website: https://www.1800contacts.com
1-800Contacts is a company that sells contacts. It is an international company that is based in Draper, Utah. They have about 500-1000 employees. They have an award winning website and they make it afforadle to purchase contacts.
They are very visible online, but their website does not have an easy way to access their social media, they do not have any tags or symbols online linking to their social media. They hace Twitter, Facebook, and Instagram. On Twitter they have 4,371 followers, and their last post was on September 3. On Facebook they have 146,819 followes, and their last post was just a few hours ago. On Instagram they have 12,200 followers and they posted a few hours ago. On all platforms the information is the same, except Twitter and I think it is because they have less followers on that platform.
I think they use their social media wisely and base it off the number of followers. As it is a large company they do have a marketing department and they are making choices on where and when to say things. On Instagram, their posts are more fun and lighthearted, while Twitter it isnt has lighthearted but more to the point. They do respond to people on Twitter, they follow others and retweet the common person. I actually enjoy that it seems that they enjoy the customer engagement and they are listening to the consumer and joining in on the conversation.
5. DSW
Website: www.dsw.com
DSW is also known as Desginer Show Warehouse. They offer designer show brands at lower prices then traditional department stores. Their first store opened in 1991 in Dublin, Ohio. It now has more than 500 stores in 44 states. It alo offers retail stores in Canada, including The Shoe Company and Shoe Warehouse. It is also exchanged on the New York Stock exchange.
As a large company, they have a marketing department to handle their social media presence. On their website it is easy to find their social media links. As their social media pages show sales that drive people to go to their website to purchase items.
On Facebook they have 2,847,685 followers and their last post was 15 hours ago. Their Twitter followers are over 91 K, their last post was 6 hours ago. The difference from the other companies was that they responded to a customer andgiving them help. Unlike their other companies who jusr had advertisements about what was selling etc. On Instagram they have over 880k followers and their last post was 19 hours ago.
This company is my favorite so far as they are responding to customers simple questions. People are asking for shoe recommendiations and help with their website. Their team is helping the customers and they in most cases are responding and helping them.
This research shows me two things. It shows me that it is important to have some type of social media presence. That communication is key in order to get those follows. It also showed me that some companies change according to their audience while others just both the same media and the same time across all platforms. That seems to just make it impersonal, and boring. Although, all their audience is getting the same message and might make it easier to the marekting team.
Hi Regina, the information you shared was very interesting! I thought it was cool to point out that some brands are working by word of mouth (like the whipped butter brand) rather than by social media, while others have active social media campaigns (like Warby Parker.) I think a lot of this can come down to the brand being able to afford professional marketing, like a lot of these bigger brands do. Great job and keep it up!
ReplyDeleteSomething that strikes me from reading all these posts including yours is that a good social media presence doesn't involve only making posts, but replying to real people.
ReplyDeleteI also find it impersonal when I see that a businesses twitter and instagram posts are all exactly the same, even down to the caption sometimes. I mostly see this with big businesses though, but you'd think they could afford something different for each platform.
ReplyDelete