Social media is a powerful tool for every brand and company to target a range of potential global audience. The publicity of the social media can be considered as the quickest way to promote a product, a service or even a brand. According to Taylor (2016), social media still has the potential to expand its’ sales by more than 50 percent over the year.
Through the social media marketing, companies could create an opportunity on the digital conversation to communicate with the customers directly. For instance, TOMS shared a lot of product photos and messages about their social responsibility on Facebook. Besides Facebook, TOMS also has an account on Twitter, Instagram, Pinterest and Youtube.
It is successful and well managed in the social media world as it has a high number of followers. Since entering the Chinese market, TOMS now has also created an official account in WeChat. Wechat’s users are mainly between the age of 16 to 35 years old, which fits into TOMS main target market group, the teenagers (Smith, 2016). TOMS also get benefits from celebrities who posts their own photos with the TOMS shoes through social media. For example, Zendaya and Jessica Alba have posted pictures of them wearing TOMS shoes casually. This is considered as ‘free advertising’ because it helps promote TOMS products around the world.
A successful social media page is all about the conversation with its’ audiences. Therefore, besides posting photos and videos, TOMS can also create conversations by using the hashtag (#) trend in the community. For instance, hashtag a common daily word or latest news such as throwback or party will easily show pictures related to the hashtag being searched in the search tab. This will in turn increase the number of viewers and followers as it is easier for potential customers to find pictures. This strategy can attract new customers and make it easier for the company to target a new market in the future.
Written by: K. Jing Yee (u1675912)
- Smith, C. (2016). 83 amazing WeChat statistics (November 2016). Retrieved from http://expandedramblings.com/index.php/wechat-statistics/
- Taylor, H. (2016, November 1). Facebook is expected to report another blowout quarter. CNBC news. Retrieved from http://www.cnbc.com/2016/11/01/facebook-is-expected-to-report-another-blowout-quarter.html