Amazon: Social Media Smile or Frown

Overview

The company I chose to view their social media usage is Amazon. You can find them on Facebook by clicking here: https://www.facebook.com/Amazon/. The page currently sits at 28 million likes. The site can be found on Twitter by searching @Amazon or here: https://twitter.com/amazon. The company on this platform has 2.69 Million followers. In comparison, the company is following a mere 152 users. The company has made 26 thousand and counting tweets. These numbers are all from Amazon joining in February of 2009. On Instagram Amazon can be found by the username @Amazon or clicking here: https://www.instagram.com/amazon. Amazon has 1 million followers on Instagram. The company is following more than they do on Twitter, following 338 users. Thus far, the company has made 1,742 posts on Instagram.

 

Analysis

Amazon on Facebook uses is company’s logo of a smile that also doubles of a delivery arrow. The cover photo features a new line of wireless Bose headphones and speakers. The cover photo also includes an embedded hyperlink that encourages you to “Shop Now.” The about tab is broken down into neat sections the first being Business Info. The Business Info section lists the founding date of the company which is July of 1994. Next, would be the Mission section here it lists the company’s mission statement. Which is “Our vision is to be Earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” A Contact Info section follows, which just lists the company website:

http://www.amazon.com. Next section is More Info which has three subsections the first being the About section that establishes it is the official Facebook page of the company Amazon. It describes the service provided under the next subsection Company Overview that states “Online shopping from the earth’s biggest selection of books, magazines, music, DVDs, videos, electronics, computers, software, apparel & accessories, shoes, jewelry, tools & hardware, housewares, furniture, sporting goods, beauty & personal care, gourmet food & just about anything else.” Then the last subsections titled Products which informs that Amazon has dozens of product lines and a full list can be found here: http://www.amazon.com/gp/site-directory/. It includes it is a retail company as well. The last section Story it informs of milestones including when it was founded, when Amazon reached one million customers in 1997 and most recently the AmazonSmile and Kindle Fire HDX launches.

Most post receive a lot of feedback whether that be positive or negative. The most popular recent timeline posts include one that has a video of Oprah announcing her favorite things with a link from Amazon to be able to purchase it directly on their website. Another one includes a teaser and link to behind the scene video of the making of Maroon 5’s latest album “Red Pill Blues.” All posts are created by the company and includes some sort of media that includes either a picture or video and sometimes both. The post also always includes a link to the official website. This is good for audience interaction because it gives the audience exactly what the post is talking about whether it be in picture or video form with a follow-up link that directs back to the website. There are other likes but only of other pages that are owned by the company. This can be a drawback as customers might not know what other companies, organizations and people the company likes to support. This page also includes a community portion which encourages inviting and interacting of those that like, follow and use the page. The company also does a great job of responding to customers questions that can be lost in the comments of posts.

 

The Twitter page of Amazon includes the same main logo of a delivery arrow that delivers as an arrow. The cover photo is the same Bose headphones/speakers of that in the Facebook one. This can be a positive for the audience in the ability to determine the same accounts. The bio includes: “Official Twitter of http://Amazon.com. Contact @AmazonHelp for customer support. Seattle, Washington. 13.2M Vine Loops. Joined February 2009.” The most popular tweets seem to be that of the moments of last year’s Christmas that celebrates pets for sleeping in empty Amazon boxes, ordering on Amazon in your pajamas and the appreciation of same day delivery during the holidays. Again, all posts seem to be made by Amazon. The only retweets are that of other parts of the company’s posts. The “like” section seems to be used for audience interaction with the redirecting of questions to @AmazonHelp. All posts include a picture or video. The interaction could be improved as their does not seem to be any retweets of customers. The customers are still retweeting and liking their posts and Amazon is responding to tweets directed at them but no retweets of customers. The only likes and responses to customers seem to be from a positive feedback standpoint which should include negative feedback as there is some not acknowledged.

 

Amazon’s Instagram page includes the standard company logo for the profile picture. The bio section simply includes: “Amazon Your place for #allthethings! amazon.com.” The most popular posts include that of announcing new abilities of the Alexa with a funny video that shows how to use it and deals for products like ties for pets in a photo. Amazon does a good job responding to questions in the comments even though ask for people to direct them to their help page. But, the interaction could be improved because there is no “re-grams” of people’s post which encourage more customers to tag Amazon in their posts in hopes of their photo or video making the main page.

 

Conclusion

On Facebook, Amazon seems to be making more of a digital impact compared to the others because it enables an actual community segment for others to interact not only with the company but others. The more appealing is Instagram because they can promote and display things in a more aesthetically easier way with links. Though their audience on all three platforms could be improved as there does not seem to a promoting of customer feedback in the forefront of the pages.

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