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Posts Tagged ‘winn-dixie’

Image and Values in an Organization’s SM Presence

February 13, 2013 2 comments

A company similar to Publix is the grocery chain, Winn-Dixie. After reviewing approximately 25 posts and the post’s comments and “likes”, I can tell that the company image is reflective of their ties to the community and their strong focus on marketing. The responses made to the posts are “typical” of what one would find on a company’s page. For instance, when Winn-Dixie promotes their advocacy for “heart health” for women, people respond with positive messages. With such a large emphasis on marketing, the company’s values seem to be tied in with consumer values. For instance, Winn-Dixie promotes their products by tying them in with an upcoming event or holiday. This helps them show an interest in their customers while simultaneously increasing revenue by associating a product with an event (ex: encouraging last-minute Valentine’s Day shoppers to take advantage of their wide selection of gift cards).

Some consumers weren’t happy about their product tie-ins and voiced this through comments. While trying to promote tail-gate food for the Super Bowl, they posted a picture of Tostitos chips. One consumer disagreed with their choice to promote chips and said, “Bad food choice. Eat healthy, even on Super Bowl weekend.” This was posted and commented on February 2, and there still isn’t a response from Winn-Dixie that shows the company values healthy alternatives during game time. This is a good example of a company not “listening in”, because they missed an opportunity to respond to a dissatisfied customer.

While Winn-Dixie’s values are largely geared towards the interests of their customers, I think their lack of response in regards not showcasing healthy foods shows that there is a lack of interaction. If they only talk “at” their customers, they risk missing the opportunity to have a meaningful and ongoing relationship with the people that put money in their pockets.

 

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The nature and values of an organization based on post volume

February 5, 2013 Leave a comment

According to Michael Brandvold’s article, “How Many Facebook Posts Do You Make Per Day to Your Page?” there are several figures out there to suggest how many posts is considered effective. One study found that 12 posts a day was an adequate figure to reach as many people as possible, while another finding suggested 3-4 on Facebook and 8-10 on Twitter. Another study shown on http://momentusmedia.com/blog/?p=1069 shows that their sample set included 2,144 pages and 4,604 posts on Facebook. According to these numbers, these were an adequate amount of pages and posts to conduct their study to find how many times a day the admins were posting.  Through their research, their found that page admins should be posting more than what they already are in order to get their message across and reach the most amount of people possible.

After reviewing Winn-Dixie’s social media, I have found that they generally post between 2-4 posts per day on Facebook. While this may seem effective in reaching a large number of people in their eyes, I don’t feel like what they are posting and how often they are posting gives me enough information to accurately gauge the nature of their values. For instance, just in the last week their main focus has been on the Super Bowl. This leads me to believe their values cater to was is considered socially popular. The week before that, they seemed to have a large focus on their philanthropic efforts. This leads me to believe that they value giving back to the community. Considering these two completely different values, I would have to say that their values aren’t streamlined, but rather jump around and don’t give me a clear sense in what their company truly stands for. Yet, I don’t think the number of posts would help change my uncertainty. I believe that continuity and quality speak more than volume.

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Authentic Client: Buzz, Trends, and Competitor’s SM Platforms

January 26, 2013 Leave a comment

My authentic client will be the grocery chain, Publix. The first thing that comes to mind when discussing the current tone or buzz in the grocery industry is couponing. And, in some cases extreme couponing! TLC’s hit show, “Extreme Couponers” has lead average, frugal shoppers to do “coupon-roundups” (matching sale prices with coupons to get the item for little to no cost) in order to save as much as 95% on their shopping trip. While the show depicts the most extreme shoppers, it has encouraged many to mimic their strategies and attempt similar successes. As an employee of Publix, I personally revel in the chance to watch the shopper’s grocery bill diminish at the familiar beeping sound of scanned coupons—it’s exhilarating and a fun adrenaline rush. It’s a refined skill that takes many hours of preparation and the rewards are fruitful. Publix has jumped on this trend-train and helped its shoppers with this process by offering its own in-store coupons, which almost always coincide with weekly sales. Additionally, Publix offers online coupons and allows shoppers to create interactive shopping lists based on all these factors in order to maximize their dollar during their weekly shopping trip.

The most common SM platform companies use in the grocery industry is Facebook. The amount of users and interface of Facebook proves to be an obvious choice, but other grocery stores like Winn-Dixie, have also branched out to Twitter (https://twitter.com/WinnDixie), Pinterest (http://pinterest.com/WinnDixieMeals/), and coined hash tags on Instagram (http://followgram.me/tag/winndixie). Seems like Winn-Dixie has been “listening in” a bit more than its competitors!

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