Introduction
Some of the most successful social media campaigns have been under the radar, like that of Goodwill of the Great Plains (Bitter, n.d.). Others are broader and international in scope, like that of Amazon. A global brand with localized needs, Amazon is an ideal company to analyze because of the success of their national and global campaigns. Yet at the same time, Amazon is not known for their social media prowess. Lacking in creativity, the Amazon media campaign reveals several gaps that can be addressed through more thoughtful leverage of the power of social.
Obviously if metrics alone were the measure of a solid social media campaign, Amazon would have no problems at all. On Facebook, total fans of the Amazon page have increased exponentially (“A deep dive into the social mediahabits and performance of Amazon,” n.d.). The same is true for Twitter, albeit with far more moderate growth (“A deep dive into the social mediahabits and performance of Amazon,” n.d.). Where Amazon really suffers is using visual social, like Instagram. Metrics show Amazon is floundering there, barely paying attention to the need for active engagement across multiple platforms (A deep dive into the social mediahabits and performance of Amazon,” n.d.). This report will reveal gaps in Amazon’s overall social media strategy with the goal of offering strategic recommendations for how to improve its presence.
National and Global Campaigns: What’s the Difference?
Amazon’s reach is so thoroughly global, their brand so entrenched in the public consciousness, it seems that the behemoth barely needs any social media presence at all. Yet nothing could be farther from the truth. Consumers expect to be actively engaged, even entertained, by companies. Clever social media campaigns create content...
References
“A deep dive into the social mediahabits and performance of Amazon,” (n.d.). https://unmetric.com/brands/amazon
Bitter, M. (n.d.). Goodwill of the great plains.
Hitz, L. (2017). How to fill the gaps in your 2017 social marketing plan. Simply Measured. https://simplymeasured.com/blog/how-to-fill-the-gaps-in-your-2017-social-marketing-plan/#sm.00000w8hs7br3xeimuxp608amfrv4
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