Social media is an effective tool for businesses to use to
keep in contact with consumer needs and to increase sales. The use of social media tools, such as
Facebook and Twitter are rapidly being utilized by companies. Two Wisconsin Companies that have a social
media presence are Kohl’s and Stevens Point Brewery.
When looking at Kohl’s Facebook and Twitter pages it is
quite apparent that they post on both of them regularly. Kohl’s use of social media has been successful. According to their Facebook page they have
10,249,744 likes and their Twitter account has 54,978 followers. Kohl’s use of social media mainly focuses on
marketing. Their use of social media for
marketing involves sharing three types of content. The first type of content shared is providing
useful information about the organization.
For example on Kohl’s Facebook page, they state that their stores now
have Wi-Fi to make shopping easier. The
second type of content shared is information that is geared toward getting the
attention of customers with creative catches.
An example of this would be the videos on their Facebook page that show
their product line. The third type of
content shared is savings opportunities for their fans. Customers who follow Kohl’s on Facebook and
Twitter are notified of additional sales.
By using social media for marketing Kohl’s is able to reach out to a
broad base of consumers with the intention of increasing sales.
One way Kohl’s uses Facebook and Twitter is by providing
educational content. The goal of
providing educational content is to make an educated customer which in return
makes the customer more likely to make a purchase. Another way that Facebook and Twitter are
used is by posting pictures of their products.
By posting pictures, fans are able to envision what the products would
look like on them. According to the Kohl’s
CEO, their target audience is “A two-income family with kids at home. They
don't have a lot of time, and they are looking for value.” This is quite apparent when you have a look
at their Facebook and Twitter pages.
Kohl’s manages its relationships by reaching out to its customers by
asking for feedback. Kohl’s appears to
care what the customer thinks by allowing them to post comments on the Facebook
and Twitter pages.
When looking at the Facebook and Twitter pages it is
apparent that Stevens Point Brewery is active in both. Stevens Point Brewery has a well-established
social media plan. According to their
Facebook page they have 17,922 likes and their Twitter account has 4,219
followers. Steven Point Brewery’s use of
social media is similar to Kohl’s in that its main focus is marketing. Like Kohl’s, Stevens Point Brewery’s use of
social media for marketing involves sharing important information about the
organization, and using information that is geared toward getting the attention
of customers with creative catches. The
difference between the two companies use of social media is that Stevens Point
Brewery does not notify customers of additional sales over Facebook and
Twitter. By looking at the webpage,
Facebook page, and Twitter page it appears that they target males who are 21
and over. Stevens Point Brewery manages
it relationship in a similar manner to Kohl’s by reaching out to its customers
and engaging them over Facebook and Twitter.
References
1. http://www.washingtonpost.com/blogs/on-small-business/post/how-do-you-use-twitter-and-facebook- for-marketing/2012/04/20/gIQA7NXwZT_blog.html
2. http://www.business2community.com/social-media/5-unmissable-benefits-of-social-media-for-business-including-infographic-0222260
3. http://www.kohls.com/
4. http://www.pointbeer.com/
