Analysis & Evaluation of
IKEA's social media page:
https://www.facebook.com/IKEAUSA
Is this commercial page doing an effective job of
social media marketing and why?
Yes! IKEA
is a Swedish company that designs and sells ready-to-assemble furniture,
appliances, and home accessories. As of January 2008, IKEA is the world's
largest furniture retailer. If you look them up on Facebook, at least 20 pages
pop up in your first search, each belonging to a different country, or even a
specific location in that country (like Emeryville IKEA popping up as my second
search since it's the closest to my current location). They have over 298
stores in 26 countries. By looking at their IKEA USA Facebook page, one can see
that they upload two new posts with pictures and details every day and they
make sure their page is up to date. Their page is constantly filled with
vibrant colors that attract the eye without ever taking away from their sleek,
simple and sophisticated interior decor.
They do provide premiums in some of these posts,
such as "Love your IKEA store? Join the #IKEAcrowd on
Crowdtap! Answer questions to earn prizes and gain access to exclusive
contests!", they offer deals for their food: "Click
to print out a coupon you can present at the IKEA Restaurant to enjoy a Swedish
meatball plate for only $2 this weekend!" and they
even had a student special where college students could win a full
makeover of their dorm rooms if they liked a specific post and participated in
the raffle. Their page is also full of participation points where they involve
the users to make sure their customer service is top notch: "We want to
hear about your IKEA Services experience! Have you used our Delivery, Delivery
with Assembly, or Picking with Delivery services in the past 3 months? Please
click here to complete a short survey: http://bit.ly/1fuG2Yz".
Most of their posts involve creative uses and decorations that could help the
users furnish and assemble their home, although they do not post anything users
have sent them. While their user-generated content is quasi-non-existant, they
do make sure to keep their followers communicating by implementing a customer
service "portal". They have the users participate in each post by
asking them questions about their favorite pieces of furniture, or how they
would decorate their rooms for the holidays: " What’s your
favorite meal to serve in the fall? Make it easier with IKEA cooking
tools!"; "Tell us — what is the coziest room in your
home?".
All in all, IKEA marks all the points for having an
effective social media and marketing Facebook page, although they could perhaps
bring more user-generated content.
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