We've all seen the media storms over the past few weeks surrounding Target's social media fails. The most dominant being a mothers rant on a Friday evening posting on the brands' Facebook page how 'slutty' their children's clothing line is. This attracted a huge negative public response but was not attended to by the brand until Monday. Time and time again companies are not realizing the potential for consumer behaviour to impact their brand badly in the social media sphere, or not approaching the conversation quickly enough or in the appropriate manner. Department store giant Myer has even stepped off the mark by stating in the 'About' section of their Facebook page that the page is monitored 9am - 5pm Monday - Friday. This is an utterly ridiculous policy to have for a social media platform that it available to consumers 24/7!
However, despite these examples of big brands poorly utilizing online channels to connect with customers, there are businesses using social media to their advantage and getting really positive results from their users.
Beatbox Kitchen has become famous on Facebook in Melbourne. This small fast food business that sells burgers out of a van around different locations on the out-skirts of the city twice daily, has a cult following. With 14, 932 followers, Beatbox Kitchen uses Facebook as a free service to let consumers know where they'll be stationed each day and night, plus any news about the truck or its workers. Customers can interact with the business owners easily and without fuss. Digital marketing perfection.
Musq Mineral Makeup is another small business using social media to grow. As a very small privately owned business, the owner found that their shop in Canterbury was not as profitable as their online store. So, all sales were switched to online and a Facebook page was started up to connect with their target market. Sales are strengthening and users can follow their promotions, product lines and media coverage. Another clear example of a brand implementing social media successfully.
It is thrilling to see brands getting the most out of social media and using it the right way to build their business.
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