Successful brands have an IMC plan that includes social
media. Successful marketing strategies include maintaining consistent messages
and imagery across all channels. I have chosen three of my favorite brands and
analyzed their social media sites.
Disney does take an IMC approach by maintaining a consistent
message on all of their social media sites. Their voice and content are the
same. The images and colors are consistent on all of the channels as are the
logos. Disney does keep their content
up-to-date on their sties. Hashtags are used regularly on Facebook, Instagram,
and Pinterest. On Twitter and Instagram, they post new content practically everyday
and sometimes twice a day, as is the case on Facebook. They post less frequently
on Google+ but at least once every few days. They have a variety of Pinterest
boards on different Disney themes including many of the different Disney
characters and movies. There are social media buttons on Google+ to drive
traffic to their other channels. Some of the links on their Twitter account
lead to Instagram. They do have links to images and videos on Twitter to
increase engagement. Disney does really use great images on all of their sties
that really capture the brand image and attention of their followers and fans.
Disney has always been associated with making dreams come true and providing
magical experiences and that persona is present on all of their sites.
Walmart is another company that takes an IMC approach. They
have a consistent message on all their sites. Their voice and tone is carried
through the different social media channels as is their imagery, colors, and
fonts. Their content is very current. They post new content on Facebook at
least three times a day, and their content varies from specials on products to
pet photo contests. They tweet at least three times a day. Walmart also posts
content regularly on Google+ and Instagram. They have many different boards on
Pinterest from recipes to wedding rings. They use hashtags regularly on Twitter,
Facebook, and on Google+. Walmart includes its moto “Save Money
Amazon also has an IMC approach. They present a unified
campaign on all their social media sites by maintaining a consistent voice,
tone, and imagery. Amazon’s content on Facebook is current, and they post at least
once a day if not more. They don’t tweet everyday. Their content on Instagram
has not been updated since August. They only have five photos for August so
they don’t have a huge presence on Instagram. The last time they posted new
content on Google+ was on September 7, and they don’t post very frequently.
Amazon does have many different boards with a variety of topics on Pinterest
that range from furniture to food. Amazon does use hashtags frequently on
Twitter, Pinterst, and Facebook. Amazon drives traffic to their website from
Facebook and Twitter.
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