Social Media: How Target Sets Itself Apart

Social media is an essential tool for a corporation’s success. It is a low cost way to engage with customers and promote new deals and products. Target has a strong presence on Facebook and Twitter, and it is increasing its visibility on Instagram, Youtube, as well as within the blogging community. 

Target has more than 800,000 followers on Twitter. A quick scroll through the company’s Twitter page reveals a lot about Target. Tweets cover topics ranging from daily sales and promotions to corporate social responsibility.

Pros:    -Target’s Twitter page is bright, colorful, and up-to-date

-Target responds to individuals’ comments and complaints in a timely manner

-Target retweets its followers, which is important because it shows that Target values its customers

-Target had celebrity, Demi Lovato, tweet about the current “Give with Target” contest to help kids and teens earn money for their school http://givewith.target.com/?v=0

Cons:  -Target recently used Twitter as an outlet to promote its new clothing line by designer PhillipLim.

It linked to the online site where you could purchase items from the collection, gaining attention with the #PhillipLimforTarget .The other day I visited a Target store location in Connecticut and did not find any items from the Phillip Lim Collection in the store. I think Target should be clearer regarding where and when the clothing line will be available in stores.

Target also utilizes Facebook to reinforce the information on Twitter. It is important that brands are consistent in reinforcing the same key messages across social media platforms. The majority of the page’s content covers new product releases and sales, yet in an attempt to stay current, Target also comments on pop culture and events like the Emmys, as they are happening.Target’s Facebook page has more than 22 million likes https://www.facebook.com/target

Target’s Blog- Pulse- is one of the most interesting corporate blogs that I’ve seen. Various employees use the blog to shed light on what it is like to work at Target. The writing is very personal and upbeat. The blogs appear genuine because they are written from employee perspectives and they provide insight on what it is like to work in “fun” positions like Target buyer or product manager.

Instagram: Target’s main Instagram focus is brand awareness. Photos show Target’s creative side while advertising products and promotions for its 113,000 followers.

Target’s  YouTube pages contains a variety of content from make-up tutorials,  to commercials, to contests. It has roughly 17,000 followers. http://www.youtube.com/user/Target

Target has been doing an excellent job in reaching its customers on a variety of social media platforms. People want to know, “What can you do for me?” and it can be challenging for companies to show them. By utilizing celebrities to promote CSR, announcing deals and promotions, and facilitating two-way communication with the public, Target shows people that it does in fact have a lot to offer them.  The biggest challenge looking forward will be setting Target apart from large competitors, like Amazon and Walmart, which also have strong brands. Target will need to keep ahead of the pack in terms of innovation, new marketing tactics, and exceeding customer expectations.