Fortune 500 Brands Make Social Media Count

Posted on June 30, 2014

Did you know that 77% of Fortune Magazine’s Fortune 500 companies are active on Twitter and 70% of them are active on Facebook (Gesenhues, 2013)? With social media becoming such an integral part of a company’s integrated marketing strategy, it’s hard to find a company that fails to have a social media presence. Most companies are dabbling in social media; who is getting it right and who is missing the mark? This week’s post will serve as my evaluation of the social media strategy for the following Fortune 500 companies: Target, General Electric, and Walgreens.

Target, one of America’s largest discount retailers, is known for staying in the forefront of consumer shopping trends. But does target stay abreast of social media trends and how does their involvement in social media impact their integrated marketing communications strategy? Today, Target is active on the following social media channels: Facebook, Twitter, Google+, Pinterest, YouTube, and Tumbler. With six separate social media channels, it may seem hard to keep up with various editorial calendars. From what I have seen on Target’s channels, however, there appears to be a seamless integration both between the social media channels, and within Target’s overall communications strategy. It is very obvious that the company takes an integrated marketing communications approach.

It is also very obvious that all messaging and images come from the same content and design team. Take a look at the following pieces of content that were posted on different social media channels. The same image and tagline was posted onto three of their channels. Approximately 60% of their content is repurposed from channel to channel.  However, because posts are frequently made on each channel (approximately every 2-4 days) the posts don’t become stale and seem repetitive. Unless you’re actually looking for repeated posts (like I have been), it’s hard to find them within in mix.

 

Aside from the social media icons on Target.com, there really are not any mentions to other social media channels on any particular channel. The vast majority of the posts drive users to product landing pages Target.com. Because the company is so well-known, I don’t think it’s necessary to drive users back and forth on social media. Also, because some of the content is repeated, what need would Target have to cross promote channels?

I find it interesting that hashtags are not being used regularly on the channels. In the past month, Target’s Twitter page only had two posts that contained hashtags. The hashtags used were not specific to Target, but were cross promoting a product line that was soon coming to the store.

I think it is very important to note that even though there are several different social media channels being utilized, the messages are very consistent. The tone, manner, and voice of the posts are also very consistent with the overall Target brand. I would expect to see any of this messaging or graphics in a magazine ad, TV commercial, or banner ad.

 

Known as America’s largest drug retail chain, Walgreens was founded in Chicago in 1901. The company’s current advertising campaign is “At the Corner of Happy and Healthy”, which plays on the convenience of having your local Walgreens right around the corner and maintaining personal wellness. On the social media front, Walgreens is active on Twitter, Facebook, Google+, Instagram, Foursquare and Pinterest. Interestingly enough, their website does not depict the Pinterest or Instagram social media icons. The icons are also pretty small and located at the bottom of the homepage. If Walgreens is trying to have a holistic integrated marketing strategy that encompasses all social media outlets, it is very hard to tell. Although their Facebook page seems to play a part in their overall strategy, their Pinterest, Instagram and Twitter accounts seem a little disconnected. The images, graphics, and messages are not consistent among channels.  With Walgreens being such a retail giant, you would think that having an integrated marketing strategy would be important to the company.

Each channel varies in time between posts. On Instagram, the last post was made in May in contrast with Twitter and Facebook, where content is posted several times a day (#bewell is used often on Twitter). The majority of links in the posts drive traffic back to Walgreens.com. Just from looking at one of their channels, you’re unable to see if Walgreens is active in other social outlets; they don’t have any shared links between sites.

One thing that I’ve noticed is that Walgreens appears to be experiencing some rough waters on social media. On the various channels, customers are lashing out against the brand. Walgreens seems to be responding to a majority of the posts, but there is a lot of negativity on their pages. This is definitely not a good sign for the brand’s digital reputation. It doesn’t help the brand that there are a few typos in the posts as well (look at the hashtag).

 

Founded in 1889, General Electric (GE) is an American multinational conglomerate that focuses business on the following segments: Energy, Technology Infrastructure, Capital Finance, and Consumer/Industrial Products. Like Target, this Fortune 500 Company is heavily involved in social media channels including Facebook, Instagram, Pinterest, Twitter, YouTube, Google+, and LinkedIn. In line with their traditional advertising mediums, their social media posts inspire, educate, and entertain. Every GE social media post is very consistent with traditional advertising mediums, whether a TV commercial, subway banner, homepage images, or print advertisement. GE does a fantastic job with integrating social media into their overall marketing communications strategy.

 

The biggest theme associated with GE’s marketing is the use of imagery. These photos help tell the story of the company and generate interest. The images and content are fascinating (not to mention entertaining)! This is consistent on all social media channels. Many of the messages are repeated on the channels. On average, for each channel, posts are created every day (sometimes multiple times a day).

Popular hashtags, such as #tbt, are often used by GE on Twitter. One of the features that sets GE apart in social media is an integrated social media feed on their website. Regardless of channel, this feed displays the most recent posts all in one place. This is the first time that I have seen this level of social media integration. This allows users to share any of GE’s social content onto any channel. This is a fantastic idea; I believe that others will soon follow. Whether you are a GE customer or not, you want to follow their social media channels!

While Target and GE are doing a great job at implementing an integrated marketing strategy, Walgreens seems to need some help.

Here are some of the biggest points that we can learn from these Fourtune 500 brands:

• Consistent content is KING
• Consistent images/graphics are QUEEN
• Great integrated marketing plans integrate social media into their website as much as possible
• Share 2-4 times a week for optimum results
• Be careful to not make spelling errors in your posts

And ALWAYS, have fun and let your brand’s voice and personality shine!