This week we’ve been tasked with picking three brands that each have Facebook, Twitter, Instagram, Google+ and at least one other social media account and evaluating their integrated marketing communications strategies. I’ve selected Forever 21, Urban Outfitters and Anthropologie.
This Los-Angeles-based clothing retailer utilizes an integrated marketing communications approach. On each of its social networks, which include Facebook, Twitter, Instagram, Google+, Pinterest and Youtube, Forever 21 uses its logo as its profile picture. On all of its pages, except for Pinterest, the company uses the same cover photo. While the company’s logo is not visibly present on its webpage, the company name, “Forever 21,” is largely displayed in its traditional font on the center of the top of the page. The brand also uses consistent imaging on its store shopping bags, gift cards and billboard ads. As far as messaging is concerned, the brand uses the same tagline for both its Facebook and Twitter pages, “Satisfying your craving for fashion.” What it posts on Facebook, it also posts on Twitter and Google+.
Forever 21 is extremely active on each of its social networks. The brand posts on its Facebook page an average of 2-4 times per day, on its Twitter page an average of 2-3 times per day, on its Google+ page an average of twice a day and on its Instagram page at least once a day. The brand posts at least 2 videos a month to its YouTube page and has 54 Pinterest boards.
So far this summer, Forever21 has been actively using #SummerForever and #F21XMe every time it posts a picture of items from its summer collection. These hashtags were actually part of a recent Pinterest contest the company held. When not using these hashtags in its posts, the brand used other hashtags to describe what was in the picture it posted, such as #PeasantTops. The brand uses the majority of its hashtags on its Google+ page. Each post features a hashtag to describe what’s being shown in the picture, such as #activewear and #style.
Forever21.com features social media buttons at the bottom of its website to drive traffic to its social networks. It also has a link to its Twitter account on its Pinterest page.
This Philadelphia-based clothing retailer also utilizes an integrated marketing communications approach. Urban Outfitters has a presence on Facebook, Twitter, Instagram, Google+, Pinterest, Vimeo, YouTube and Tumblr. It is extremely consistent on its social networking sites, especially in terms of the frequency of its posts and the images it posts.
Monday through Friday, Urban Outfitters posts to its Facebook page four times a day. On weekends, it posts three times a day. The brand posts to its Twitter page multiple times a day and is really good about replying to its fans tweets. Urban Outfitters does not post to its Google+ page every day. (The brand last posted three days ago). However, when it does, it posts extremely eye-catching images and uses hashtags to describe what is being shown in the picture, such as #summersale #urbanrenewal and #hats. It posts a picture on its Instagram page about four or five times a day and maintains an up-to-date Pinterest page. The brand’s two most recent boards are called “Endless Summer” and #FestBest, right in time for the summer music festival season. Urban Outfitter’s presence on Vimeo varies from posting once a month to posting every few months. On YouTube, however, the brand posts videos about twice a month. Finally, the brand posts to Tumblr about two to three times a day.
The brand uses its company logo as its profile picture on Facebook, Twitter, Instagram, Google+, Pinterest, YouTube, Tumblr and Vimeo. The images Urban Outfitters posts to it social media profiles are all of a similar look; however, I noticed that the brand reserves its artsier images for Tumblr and Instagram, which doesn’t surprise me, as both of these platforms are a less traditional than Facebook, Twitter and Google+.
For the most part, Urban Outfitters does not utilize hashtags as much as it should, which surprises me. Hashtags are frequently found on its Google+ and page but are rarely found on Facebook and Twitter posts.While using Facebook hashtags aren’t as popular or common hashtags on Twitter or Google+, I think the company could benefit from including a few of them in its posts.
Like Forever 21 and Urban Outfitters, Anthropologie, which happens to be owned by Urban Outfitters, Inc., relies on an integrated marketing communications approach. The brand maintains a consistent presence on its social media networks, which include Facebook, Twitter, Instagram, Google+, Pinterest, Tumblr and Youtube, by using the same profile picture throughout. The brand has 58 boards on Pinterest, the most recent of which is called “Love to Wear” Summer.” Although it does a great job of providing its fans with eye-catching images. Anthropologie, in my opinion, does not have as active of a Facebook presence as it should. The brand only posts twice a day on weekdays and once on weekends. Hashtags, such as #TuesdayShoesday are only used occasionally. Anthropologie is much better about posting to its Twitter page. There, the company posts about four to five times per day and utilizes more hashtags than it does when posting to its Facebook fan page. Instagram posts are made twice a day. Google+ posts are less frequent while YouTube posts are made about twice a month.
I feel that Anthropologie also has a consistent use of imaging and messaging. All of the images give off a very laidback vibe. Anthropologie drives traffic to its social media networks through its social media buttons located at the bottom of its webpage.