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Tesco's Facebook
Status Update
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Marketing / Advertising / Design / Digital
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We've been watching the new page since it was launched back in March to see how it has fared against the unofficial pages on the site and what it seems to bring to the table in terms of exploiting the opportunity that social networking presents big businesses.
One month in and the first observation we’ve made is that the home page graphic almost replicates the Red Bull Facebook page – developer, Harvest Digital, must’ve been thinking of the famous phrase “good artists borrow, great artists steal” during the creative process
One month in and the first observation we’ve made is that the home page graphic almost replicates the Red Bull Facebook page – developer, Harvest Digital, must’ve been thinking of the famous phrase “good artists borrow, great artists steal” during the creative process
While it does serve as an aesthetically pleasing cover page the problem in this case is that it’s not that effective when it comes to making people take the desired action - the page only has 11,041 ‘Likes’. That’s not even double the 5,473 Brand Republic reported on March 14th soon after the page launched.
Granted it was a soft launch but you would expect all of Tesco’s other social media activity on this platform to direct communications towards the page. Especially as Tesco Clothing’s page sports a respectable 61,000+ Likes and rival supermarket Sainsbury’s counting a 91,439 strong following.
Granted it was a soft launch but you would expect all of Tesco’s other social media activity on this platform to direct communications towards the page. Especially as Tesco Clothing’s page sports a respectable 61,000+ Likes and rival supermarket Sainsbury’s counting a 91,439 strong following.
While numbers aren’t everything, a site page which is there to encourage customer interaction with a brand will have a hard time doing it if only a handful of it’s customers know it exists or don’t have it in their news feeds. In terms of actual content the page is adequate. There is a surprisingly small smattering of videos, and photos though. We would expect more from Tesco in this department as they have a very well defined voice and commercial delivery across print and television to name but 2 channels. So, why not celebrate it and make it available for all to post and share? Especially if you are releasing new offers to customers. Why not create an offer to ‘go viral’ as it were?
Many of the page’s tabs serve to drive traffic towards external Tesco web sites, which is a great idea. It takes the browser away from Facebook - and other, potential competitor communications – into a place where Tesco can fully control the content that is available. This supporting of other online destinations and driving web traffic is a key factor in any social media strategy and Tesco deserve credit for acknowledging this and acting on it.
Over all, we feel that the page could work harder in terms of content and offer more interactivity to viewers, with the view of turning them into participants.
Enough from us though, tell us what you think…
Over all, we feel that the page could work harder in terms of content and offer more interactivity to viewers, with the view of turning them into participants.
Enough from us though, tell us what you think…
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Ettington Park
Stratford upon Avon
Warwickshire
CV37 8BT
T. 01789 450281 F. 01789 459293
Ettington Park
Stratford upon Avon
Warwickshire
CV37 8BT
T. 01789 450281 F. 01789 459293
Marketing / Advertising / Design / Digital
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