Getting it Right! Social Media and IMC


services_graphic_color Integrated Marketing Communications (IMC) ensures that all of a company’s communications and messages work with one another, creating a uniform message. All messages should reinforce the brand’s image. If a business has consistent marketing and all of their communication channels work in synchronization, the company’s message will be more effective and will reach a much greater audience. Below are three examples, found at 20 Companies You Should Be Following On Social Media, that are maximizing IMC across their social media platforms.

barkbox

BARKBOX

“BarkBox is, literally, for the dogs. Our goal? To make dogs happy. We aim to surprise and delight with our monthly BarkBoxes that contain all-natural treats and the coolest pup products — things you can’t find at the typical big-box pet store. We have our treat and toy scouts scouring the country every month for the best toys and treats that will help keep your pup happy and healthy. (More about what’s in a BarkBox.) Based in New York City, and together we design, write, code, curate, package, email, post, push, collect, joke, and snorgle office pups.”

BarkBox has social media accounts with Facebook, Twitter, Google +, Instagram, YouTube, and Pinterest.

BarkBox takes advantage of Integrated Marketing Communications by having consistent messaging on the above social media platforms. Each of their social media accounts links to either the BarkBox website or their other social media accounts. Having links to other accounts helps extend the brand’s message and drive traffic to the other networks. If the brand’s Facebook followers click on the link for Instagram, they are receiving the brand’s message on multiple platforms, which increases the likelihood that the message will be heard.

Facebook_cover.profile EVALUATION

  • Do they take an IMC approach?

BarkBox does use Integrated Marketing Communications. All the social sites link to either the website or other social sites.

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  • Are they consistent in messaging and imagery?

BarkBox does not use consistent imagery. Each account has a different profile/cover picture, some highlighting puppies others using text. (SEE SLIDESHOW BELOW)  With that said, their messages (all about puppy love) are uniform and used consistently.

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  • Is the content up to date?

The content BarkBox publishes on their social media sites is up-to-date, fresh, and engaging. The brand does a good job of using multiple channels in entertaining and interesting ways.

LANGUAGE WARNING!!!!

  • How do they drive users to the other social channels?

Each channel links to the website. Facebook links to a newsletter and Instagram. Google+ links to YouTube. Posts on all channels occasionally link to other social sites.

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  • Are hashtags regularly used?

One way BarkBox could improve their social media strategy is to take advantage of hashtags. Even on Twitter hashtags are not regularly used . Why are hashtags so darn important? Explains why it’s important and how to start using them today. Hashtags, if used correctly,  can lead people to your brand.


 Pizza_Hut_Logo

PIZZA HUT

Pizza Hut is an American restaurant chain and international franchise, known for pizza and side dishes, it is now corporately known as Pizza Hut, Inc. and is a subsidiary of Yum! Brands, Inc., the world’s largest restaurant company.

Pizza Hut has social media accounts with Facebook, Twitter, Google +, Instagram, and YouTube.

 Facebook

EVALUATION

  • Do they take an IMC approach?

Pizza Hut does use Integrated Marketing Communications. All the social sites link to either the website or other social sites.

social_media

  • Are they consistent in messaging and imagery?

Pizza Hut does use consistent imagery. Each account uses the same or similar profile/cover photos. It is easy to recognize the Pizza Hut brand. The messages (all about pizza) are uniform and used consistently. (SEE SLIDESHOW BELOW)

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  • Is the content up to date?

Pizza Hut’s content is up-to-date, fun, and entertaining. The brand does a good job of using multiple channels in entertaining and interesting ways.

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  • How do they drive users to the other social channels?
    Each channel links to the website. Posts on all channels occasionally link to other social sites.
  • Are hashtags regularly used ?

Pizza Hut, like Bark Box, hardly ever uses hashtags. The use of which could improve their social media strategy.


  old-spice-logo

OLD SPICE

Old Spice has 75 years of experience helping guys improve their mansmells with deodorant, antiperspirant, and fragrances.

Old Spice has social media accounts with Facebook, Twitter, Google +, Instagram, YouTube, and Tumbler.

OS_FacebookEVALUATATION

  • Do they take an IMC approach?

Old Spice does use Integrated Marketing Communications. All the social sites link to either the website or other social sites.

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  • Are they consistent in messaging and imagery?

Old Spice does use consistent imagery. The messages (all about mansmells) are uniform and used consistently. (SEE SLIDESHOW BELOW)

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  • Is the content up to date?

The content Old Spice publishes are up-to-date, hilarious and promote engagement. The brand does a good job of using multiple channels in entertaining and interesting ways.

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  • How do they drive users to the other social channels?

Each channel links to the website. Google + links to YouTube. Facebook links to YouTube. Posts on all channels occasionally link to other social sites.

  • Are hashtags regularly used?

Old Spice does an excellent job of using hashtags on Twitter but doesn’t really utilize them on other sites.

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The article, 20 Companies You Should Be Following On Social Media, states “Potential customers and consumers are looking for social media accounts that are smart and funny; they want accounts that are good conversationalists but will also actually listen to their needs. Essentially, your target audience is looking for your social channel to bring value to their lives in some way. Thankfully, there are plenty of companies to learn from who are really killing social media. Whether they’re innovative or hilarious, these companies are moving the conversation forward on what social media can do and how it can improve brand messaging.”

BarkBox, Pizza Hut, and Old Spice are all highlighted on this site under the description of entertaining.  This is what the article says about each brand:

BarkBox

The monthly goodie-box company takes the Internet’s obsession with animals to a new level by posting funny images of dogs and memes to promote its “BirchBox for dogs” concept. The Facebook page even talks to the audience as if they were dogs themselves.

@PizzaHut

Pizza Hut isn’t afraid to use its Twitter account to get a little bit weird. The funny account retweets users, posts jokes and humanizes the brand. Sample tweet: “Bye week. Hi pizza.”

Old Spice

From the funny commercials to the Old Spice guy answering fan-submitted questions, this is one brand which really knows how to leverage viral videos.


All three, although not perfect, are using social media and IMC in smart, creative ways. Check them out today. You won’t be disappointed.

One thought on “Getting it Right! Social Media and IMC

  1. Pingback: IMC | jpstudyblog

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