How do Amazon use Social Media?
Amazon.com is the e-commerce company that everyone knows about. Alongside being the first name in online retailing, they understand the effect that a solid Social Media strategy can have - and have a clear understanding of who their audience is...
Based in the United States and originally started as an online bookstore back in 1994, Amazon Inc. has grown to become a market leader in electronic commerce, diversifying into a number of areas including technology, software, music, film, apparel and home-ware. Alongside being the world’s biggest provider of Cloud Infrastructure, more recently they have become a prominent producer of consumer electronics including tablet and smartphone technology.
As the world’s largest online retailer, it’s fair to say that Amazon has a clear and decisive grip on the ins-and-outs of the Digital Marketplace, and that expert knowledge is perfectly evident in their Social Media efforts. With a central branded account and verified accounts for each of their separate products, including Amazon Music, Amazon Video and Amazon Web Services, they utilise Social Media to its fullest potential as both a marketing and customer service tool.
How Amazon use Facebook
At the time of writing, Amazon.com has over 26.5 million likes on Facebook. Their central account has a product listing of Retail and Consumer Merchandise, and is used to market their own products and highlight deals, competitions and offers to their consumer community. Often these are optimised to coincide with relevant events and holidays, providing enticing and valuable content for their customers. For example, on International Beer Day they posted a high quality video on How to brew your own beer.
Amazon also has specific Facebook accounts related to their products, such as Prime Video. Much like the central account, these are used to draw attention to relevant products and offers in order to increase intrigue, drive engagement through reach and ultimately gain sales.
How Amazon use Twitter
Amazon use Twitter to understand how Social Media is not only a marketing tool but can also be integrated directly into e-commerce. Whereas other retailers are reluctant to invest time integrating, Amazon have done so by allowing users to send items to their shopping basket directly from Twitter by responding to product tweets with the hashtag #AmazonCart.
Alongside the predominant B2C aspect of their business, Amazon also have a clear grip on the B2B. This can be seen on their Amazon Web Services (AWS) Twitter account.
Other Social Media Channels
Amazon Inc. remains very active on many other Social Media channels, investing time into network-specific content. For example, on Snapchat they provide Snap Deals - exclusive, one-off style offers that lend themselves perfectly to the network. On Instagram they focus on visually appealing content and products that doesn’t seem out of place, alongside a tremendous amount of pictures of animals playing around on Amazon branded boxes. They are fully aware that animals are appealing and shareable, and so use Instagram to increase their brand reach.
A Clear Understanding of Social Media’s Customer Service Potential
Amazon clearly understands how Social Media can aid in customer service. Due to its ability to produce an instantaneous and open dialogue between producer and consumer, Social Media’s customer service potential is huge. Amazon always makes an effort to respond directly to customers who raise issues, complaints or questions through their Social Networking channels.
Every successful Social Network is constantly evolving to meet the growing needs of consumers, and Amazon are more than willing to take an active role in that evolution. Amazon listens and respond to their customers, offering awesome content that provides value to those who interact with it. Any big business that wants to seriously invest in their Digital Marketing well should take a look at Amazon’s Social Media pages.