1. For this critique, I decided to compare the social media accounts of Pepsi and Coca Cola. The purpose of this is to analyze the two different companies social media presence, and learn further how social media is able to influence the overall success of the company. Through this analysis, I was able to determine that one company used social media much more effectively, and had a much larger social media impact than the other one.
2. I chose to analyze Pepsi and Coca Cola, because they are two very similar companies, and the potential for their social media is very similar. In a basic sense, they each are selling practically the same product so therefore one company does not have an advantage over the other.
3. Coca Cola used every single one of the social media platforms listed: Facebook, Twitter, Instagram, Pinterest, Snapchat, and LinkedIn. Coca Cola’s social media presence was exceptional. They had close to a billion likes on Facebook, 3.29 Million likes on Twitter, and 1.6 Million likes on Instagram. One thing I noticed about Coca Cola’s page is that they generally relied upon “vintage” style photography, especially with the glass bottles. They varied the use of photos with videos, and advertisements accordingly. One thing I noticed when researching Coca Cola was their use of a Pinterest page. Their Pinterest page was filled with recipe ideas using Coke, coke memorabilia you can purchase, and other holiday/event ideas. The branding across the social media pages was very consistent, oftentimes with the same posts going on each of their social media accounts. It was clear that Coca Cola was using their social media’s generally for advertising purposes.
Pepsi used Facebook, Instagram, and Twitter for social media, and uses Snapchat advertisements, but does not have a personal account themselves. Pepsi, though not as successful as Coca Cola, had 35 million likes on Facebook, and 3 million followers on Instagram. They had similar content to Coca Cola, and used a variety of videos and pictures to diversify their pages. The branding for Pepsi was again very consistent across their social media platforms, yet they also had less accounts to be consistent across. Pepsi’s purpose for their social media platforms was advertising as well as introducing new products.
4. 3 positives and 3 pieces of advice
1) Use of all potential social media platforms. This applies to the article “7 Characteristics of a Successful Social Media Presence” with the first piece of advice being “It needs to be everywhere your customers are”.
2) Use of engaging images.
3) Branding/Image. Coca Cola’s use of the “vintage” bottles in their posts makes the content more engaging.
1) Double-Posts on Accounts. I believe that if they changed the posts based on the various accounts that they would get more engagement overall because the followers of the different accounts would not get bored to see the same content posted on each site.
2) It needs to provoke more engagement. From the same article ” 7 Characteristics of a Successful Social Media Account”, Coca Cola could work on provoking more audience engagement, including having contests, user posts, etc.
3) Create more shareable content. From the article “10 ways to Increase Your Facebook Engagement”, Coca Cola could work on creating posts people want to share, rather than posts that simply feel like advertisements.
1) Mix Up Content Type. from the article “10 ways to Increase Your Facebook Engagement”, Pepsi does a really good job of varying their social media content.
2) Use of engaging images. Pepsi does a good job of using engaging images and videos.
3) It is fun and exciting content. Pepsi does a great job of creating a fun atmosphere, especially their use of humor and NFL players, etc.
1) Use more social media platforms. Pepsi uses only 3 out of the 6 social media platforms and could increase engagement if they were to use more.
2) Like Coca Cola, Pepsi could use to create more shareable content. This is from the article “10 ways to Increase Your Facebook Engagement”.
3) It needs to vary its content from just advertisements to different types of content.
5. The social media management panel was great help in explaining social media through the professional and business standpoint. I personally don’t have social media accounts such as Facebook, Twitter or Instagram so it was a great help to hear how to manage a professional account in case I’m ever asked to do so in the future. I thought that the advice on how to handle negative feedback was helpful, it addressed responding and trying to understand why the customer gave a negative response without going to their level and remaining professional.