Amazon's Social Media Strategy

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Nowadays, the importance of corporate social marketing is self-evident, but the effect of social marketing is currently unsatisfactory, and it can even be said to be unpopular. According to data from IBM, US e-commerce transactions from social networking sites such as Facebook and Twitter accounted for only 0.63%, while social networking sites only contributed 0.95% of traffic to e-commerce. In comparison, Amazon's performance is very good. The importance of social media lies in its indirect influence, which depends on long-term persistence.

Amazon only publishes promotional information on social media, but it gets an average of 417 comments per post on Facebook. Each post can get an average of 2916 likes. Each post on Twitter can get an average of 48 retweets.

Facebook:

Twitter:


Online and offline integration Like other retailers, Amazon does not only attract traffic from social media, it also integrates social elements into its own website. For example, in order to allow customers to share products on social media, Amazon has a Facebook like button, Twitter's Tweet button, Pinterest's Pin button, Google+ button, and email button on the product page.

Amazon keeps giving the website more social attributes. For example, in the near future, consumers will be provided with relevant product information from Facebook. For example, consumers who bind Amazon and Facebook accounts can see relevant product reviews from Facebook, as well as all product information on the Amazon Wish List. Wish List can be kept private, but Amazon is public by default. This will help consumers choose products or gifts. Amazon's online and offline social media strategy has greatly improved the personalized shopping experience.

From social interaction to social discovery Most retailers believe that the value of social commerce is to increase the interaction between brands and fans, while Amazon believes that social discovery will be the most important value of social commerce. So Amazon focuses on gathering massive product information and complex algorithms. This will mean that Amazon will likely become a new social media platform for brands.

Amazon launched a new service before the holiday shopping season. This new service will closely integrate social media and e-commerce to build a more interactive online store for brand owners. This service includes three aspects: Amazon pages, Amazon Posts and Amazon Analytic.    

Amazon pages allows retailers to create pages with their own personalized domain names on Amazon. For example, www.amazon.com/brandname. As shown in the picture below, Lipton Tea, on this customized page, a brand will have a large number of pictures and social media links.    

In addition to the brand page of Amazon Posts, brand owners can also post on Amazon and post to other social media Facebook simultaneously. Twitter will also be integrated in the future. This move made Amazon undoubtedly enter the field of social marketing, enriched the diversification of Amazon's business, and added new profit points for Amazon.    

Amazon Analytics monitors and evaluates social business activities. Amazon Analytics allows retailers to have a clear understanding and understanding of the conversion process. It includes scope, evaluation and consideration, as well as purchasing tool carts. It helps to understand whether the product is selling well and how fans interact with the brand.

I found a social media strategy video on Amazon on YouTube.
YouTube:

Link: https://www.youtube.com/watch?v=lCJ2Mjud2Eo

Do you have any social media strategies for other companies? You can share it in the comment area.










Comments

  1. YiSunOctober 3, 2021 at 4:35 PM

    Hi Haoran，
    Thank you for sharing, social media marketing is centered on "sharing and participation". Companies must enter social media marketing and establish emotional connections with consumers through dialogue and interaction with consumers. If they can win the emotional recognition of consumers, they are only one step away from winning the market. Social media can be time-consuming and sometimes frustrating, but if it's a business, it's becoming more and more essential because consumers turning to social media is not only a point of contact, but also a research tool. Because the content posted on the Internet can attract the attention of others in just a few seconds, companies can benefit from social media marketing if done well.

    ReplyDelete

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