I recently did a group project conducting a social media audit for Twitter. I was responsible for analyzing their Twitter page. After conducting my own research and then seeing my classmates’ presentations on other brands, I wanted to heap some more praise on Target. Now before I continue I want to mention that it is obvious that Target invests heavily in their social media team. It is apparent there it is someone’s job to read through the social media comments and reply to them. Not every organization can afford to have that level of engagement, but they can still learn from the best practices.
Here are my key takeaways from Target’s Twitter presence:
1. Customer Engagement
As mentioned above, Target replies to the majority of tweets and replies from their followers. The engagement lets customers know that their voice is heard and gives them a simpler way to share feedback. A big difference between Target and other brands is that they reply to both positive and negative comments. Making sure that you address customer complaints is crucial to building a strong image of customer service.
Target also does not simply retweet their followers. Filling a timeline with retweets from users can clutter follower’s timelines with posts from people they do not want to see. Rather Target strategically adds information or statements to add their voice to the posts.
The post above shows how Target uses a picture taken by a user to promote their products.
2. Relatable Voice
This picture shows how Target uses emojis and popular culture to stay current on technological and social trends.
Target does not sound like a corporate brand promoting their products. Rather Target does a great job of speaking to the audience they are speaking to. Twitter has a young and urban audience. Target’s tweets often include emojis and language that is trending. The awareness to the language of the current generation makes Target’s tweets seem like a friend posting on your timeline instead of a company that is trying to promote their product.
Consumers value the opinions and recommendations of their friends. The more that Target can be seen as a relatable brand and a “friend”, the easier it will be to convert the followers into sales on their website and in their stores.
3. Awareness of Trends
Target is very aware of trends in social media, technology, and popular culture. I shared the example in class of how Target addressed the news of Coach Flip Saunders passing away. This was a quintessential example of how companies can assert themselves into news that is trending.
Target also has great awareness of hashtags and trending topics. When they see something that is trending such as #DaylightSavingsTime, they create an associated post to show consumers that they are attuned to the same topics that the consumer is talking about.
This image shows how Target planned for the initial issues with Daylight Savings Time.
Target seems to have mastered the Twitter platform.
The only recommend I have is to have some contests, coupons, and giveaways through their social media. Some people might follow brands such as Target unless they get access to exclusive deals. Contests would also help followers of followers see the strong engagement of Target on social media.
In conclusion, brands can learn a lot about customer engagement and voice by looking at Target’s Twitter account.