I love Subway sandwiches and the brand in general. They seem to have great success in the world of social marketing. Also, they have recovered well after the scandal of their spokesman Jared.
On Facebook they have a really nice photo of their new sandwich as their cover photo plus the very simple yet iconic text as the profile picture. Here we find that they post many of the same picture and videos as they do on Instagram and Twitter but the main thing they seem to use Facebook for is customer service. They quickly respond to complaints about specific Subway restaurant locations. They even give, what seems to be, personal feedback to customer ideas.
Recently on Twitter, Subway has found great success with #FullyBaked. This was a promotion to get customers talking about Subway by asking for new sandwich ideas. When filtering for #FullyBaked I was pleasantly surprised to find that only a small portion of the tweets had to do with marijuana and the majority was about Subway sandwich ideas.
I also found that the Instagram account for Subway was filled with very thoughtful photographs of, of course, food and specifically their signature sandwiches. The photos kept me in awe as an amateur Web Design student.
This is another restaurant that I have been to many times and found the food and service to be fantastic. O’Charley’s is widely known in the Midwest and gives their main competition Applebee’s a run for their money and some may say they are crushing it.
The Facebook page of this restaurant has a great picture graphic of their food with text. Their profile picture is a simple O’. They seem to only use Facebook for food pics and the posts with more than 3 or 4 comments include promotional gift card giveaways.
The Twitter account makes use of both very nice looking food pics plus engagement questions but is not very interesting or imaginative to me.
The Instagram account is also full of food pics and this can be expected but the themes and graphics that accompany them are a little too repetitive.
O’Charley’s YouTube account contains only 15 one minute to 16 second clips and advertisements and does not seem to be a focus of their marketing strategy.
#3 Olive Garden
In general I have found most restaurants to have the same look and feel on their social media site but one sit-down restaurant, Olive Garden, brings all the fun back.
With Facebook they reply to almost every comment, whether it be praise or critique and they do it in a personal way. It doesn’t feel like it’s just a scripted response to customers. Another thing I found pretty cool is that they use food pics taken by customers, that were tweeted or that were posted to their page, as many of their pictures they post to Facebook. While doing this they directly credit the user responsible for the picture. This makes customers feel invested and involved with the company.
On Twitter I found myself scrolling through the tweets made by Olive Garden and I couldn’t stop. Why? The pictures weren’t amazeballs but each one had a funny caption and I found it very entertaining. This company gets it, everyone likes to be entertained and they do it well.
The Instagram account for this restaurant is what you would expect. Well thought out picture of the dishes they serve and many in the style of how a customer would take a picture of their food for Instagram. This makes them relatable to me. Thumbs up!
All of these restaurants do one thing pretty much, they sell food. They all use social media looking for the same ends. But I have found that some do it better than others. The ones that have succeeded get their customers involved and actually have conversations with them. They make it more about the customer than just pretty food pics.
Staples is both an online and brick & mortar retailer. If you have every worked in an office setting or had to, well, buy staples than you know that Staples offer a ton of products that focus on print media and office supplies for businesses. They make use of the usual social media site I have seemingly repeated too much for my liking in this post.
Staples’ Facebook page contains blog posts with tips on various things relating to their products and after you read the tips the sale is made. I found this to be nice because I didn’t know my keyboard was dirtier than my toilet and then, hey what do you know, Staples sells a product to make it clean. Probably the most innovative thing they have going on Facebook is that they have integrated Facebook Messages with their customer service department. . . Wow!
On Twitter I found that it was generally the same exact content as their Facebook page. However, I did notice that they retweeted influences that have impact on their brand and even retweeting recall notices on some of their products which shows responsibility.
Samsung sells a wide variety of electronics from home electronics such as dish washers to mobile devices, laptops and TV monitors. They utilize Facebook, Twitter and Instagram.
Samsung’s Facebook page is used mainly to showcase their new products and for customer support. However, the support responses and responses in general seem to be scripted and robotic.
Their Twitter page is used to promote events, current and upcoming technologies they are working on and to hold conversations on a larger scale with customers.
On Instagram, however, is where Samsung’s team shines. They have stunning and inspired photos and graphics.
#3 Ikea USA
Ikea is a global retailer utilizing both online sales and on-site stores, love or hate them, everyone knows them.
I found Ikea to be most prevalent on Facebook, Twitter and Instagram. They have strong content on each site.
I am kind of a sucker for really creative and well-designed photography and Ikea does very well here on Instagram. To me at least. Not only do they show off their products but they show how a little imagination can add greater value to them.
When we compare how restaurants and retailers use social media, we can see they general use them for the same purposes. However, some are more innovative and thoughtful than others.