I have chosen to review the social media of Charlotte Russe, BodyCandy and Publix. All three of these brands utilize multiple social media channels such as Facebook, Twitter, Instagram, Google+, Pinterest and YouTube.
Charlotte Russe is a fast-growing fashion destination that offers a broad choice of trendy fashion, clothes, shoes, dresses, jeans, jewelry, and accessories at affordable value prices to fashionable young women they call the
All social media channels for Charlotte Russe have been updated within the last 24 hours. The content is consistently updated with information on sales or looks for an upcoming holiday.
Charlotte Russe regularly uses the hashtag #CharlotteLook on Instagram and Twitter to feature customers in their clothes.
Besides their blog with all the customer submitted looks, there is an entire board on their Pinterest dedicated to this hashtag. This aspect drives users to their social channels because after purchasing a product from Charlotte Russe, they have a chance to be featured on them.
BodyCandy is a New York based body jewelry company that offers only quality jewelry in a variety of price ranges to suit consumer needs.
I receive at least two to three emails weekly from BodyCandy about their sales. They are on the majority of social channels. On these channels they consistently post imagery and messaging for users.
BodyCandy does a great job of keeping their content up to date. All of their social media has new content posted within the last week. Even their Google+, which is not a channel most brands keep up to date.
The brand regularly uses the hashtags #BodyCandy and #BodyCandyHaul throughout their blog and Instagram. This drives people to their social channels because they are given the opportunity to win free body jewelry.
Publix is the largest and fastest-growing employee-owned supermarket chain in the United States.
The supermarket chain recently launched on social media platforms Pinterest and Instagram after realizing that its audience was already sharing branded content and has since seen a positive reception.
According to MobileMarketer.com
, the retailer became conscience of the pull its content was deriving on Instagram and Pinterest and was quick to become a part of the conversation with its own pages.
“Instagram and Pinterest help us connect with our consumers by being where they already are,” said Maria Brous, spokeswoman at Publix. “We want to exchange ideas, pictures, recipes and so much more with our customers.”
After realizing that an abundant number of social media users on Pinterest were sharing and saving Publix’s recipes, the brand itself wanted to be involved in the conversation.
Last December, Publix launched its Pinterest account where users can interact with a variety of content, such as recipes and information, regarding products it sells.
Publix noted that the hashtag #Publix was shared more than 300,000 times on Instagram, which caused the retailer to launch its own account. In October, the brand launched its Instagram account, which features a variety of pictures and video content related to food.
Facebook and Twitter accounts were Publix’s main source of connection to consumers through social media, but its recent addition expanded its capability and provided a more comprehensive brand image.
Publix drives users to their social media channels by keeping them up to date and celebrating holidays and events with followers such as Valentine’s Day and the Super Bowl with coinciding images and video. For instance, on Valentine’s Day on a short video featured candy hearts following out of the back of a toy Publix delivery truck which was then revealed to be in the shape of a heart. Also for Valentine’s Day, the retailer created a board on its Pinterest account, which shared various related content such as recipes and special occasion cards. Keeping up with holidays allows for the Publix to consistently post fresh and engaging content.
Overall, all three of these brands do a great job of engaging with their customers and replying to questions, comments or concerns. I know this personally because I have reached out to the customer service for each brand.
Charlotte Russe does the best job of driving customers to Instagram and Twitter. They are also the only brand that consistently updated their Google+ account. BodyCandy has the best blog of the three so most of their customers are drawn there. They also have the most social media channels. Both BodyCandy and Charlotte Russe do a better job of driving people to their social media channels because of their contests and user-generated content. Publix’s Pinterest is a great place for customers to find recipes and other food related topics. Publix has a Google+ account but does not have any posts. Publix updates their YouTube the most often followed by BodyCandy then Charlotte Russe. I really think that posting more YouTube videos would benefit all these brands because their products make for great imagery.
All of these brands do a wonderful job of posting around the holidays promote their sales. I think these brands have utilized an IMC approach to their marketing efforts. Each brand has a stronger following on a specific social channel but all three use the channel to their advantage.