Social media benchmark analysis of Amazon Report

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Social media benchmark analysis of Amazon Report

Amazon was chosen for benchmarking because it is a leading player in the e-commerce market. The list of products that a person can order off of Amazon has become endless. Moreover, now that Amazon has diversified further, venturing into the entertainment industry as well, they are vividly standing a cut above the rest of the companies in the e-commerce market. Amazon is well on its way to become a trillion dollar company and is use of social media for marketing has played a critical part in helping Amazon increase traffic on its websites and consequently sales. Amazon’s social media strategy is not just a bunch of notifications around upcoming sales and offers (Unmetric, 2018). The company gets great engagement on Facebook, Twitter, Instagram and LinkedIn through its posts, as well as, through the use of social media influencers. For this, social media benchmark analysis, we will look at Amazon’s Facebook and Twitter posts and how they helped achieve the objectives of the company of increasing traffic on Amazon’s websites, as well as, increase in sales.Social media benchmark analysis of Amazon Report

In the last two months, that is, from January 2, 2018 to February 2, 2018, Amazon has managed to gain 69,218 fans on Facebook to reach 28,657,754 fans which is percentage growth of 0.24% and tweeted one hundred and seventy-six times and in the process gotten 3252 replies, 1045 retweets and 176 proactive tweets (Unmetric, 2018). The following are benchmark analysis reports on various posts by Amazon on its Twitter and Facebook accounts that generated immense reaction from users in the last four months.

 

 

Social media benchmark analysis of Amazon Report

Twitter

Amazon posted this tweet on February 6, 2018 to encourage its Twitter followers to visit the company’s site on its insight platform to find more information about entrepreneurship by highlighting the Mark Cuban’s 3 rules for entrepreneurship. The keywords utilized in this post were business, entrepreneurs, rules, remember, build and business and the hashtags used were #entrepreneurship and #DayOneInsights. The objective of this tweet was to get Twitter users to visit Amazon’s website under the insights platform so as to see how sales are important for any business including Amazon. This video was uploaded by Amazon was viewed by one hundred and twenty-two thousand Twitter users following Amazon, liked by three hundred and ninety-three users and retweeted by two hundred and six users, with forty users replying. This tweet is similar to another Facebook post by Amazon that featured the same video of Mark Cuban talking about his rules of entrepreneurship. While some reactions were positive and responded to the video, most reactions were complaints from customers about delivery of their products and the company’s customer service.

This tweet by Amazon uses the name of Gordon Ramsay, a famous entertainment icon to advertise its product Amazon Alexa by giving reviews of users’ cooking chops. This is a good example of how Amazon uses social media influencers on Twitter to help increase traffic on its websites and increase sales of advertised products. Keywords utilized in his post to entice customers include, voice, Alexa, new, review, food and started. This tweet managed to generate one hundred and seven replies and was retweeted four hundred and ninety-three times and liked more than two thousand five hundred times by users. Most of the reactions were sarcastic about Gordon Ramsay, with some showing interest in the product Amazon Alexa and the search for her new voice through the site. There was a similar post on Amazon’s Facebook account that used a famous entertainment icon, that is, Oprah to advertise sales for poster-size animal puzzles facilitated through Amazon.Social media benchmark analysis of Amazon Report

This Amazon tweet also uses the name of a social media influencer in the name of Charles Williams to advertise its product Amazon Echo under the hashtag #SuperBowl. This is another good example of how Amazon uses social media influencers to help increase traffic on its websites and increase sales of Amazon Echo. Keywords utilized in his tweet to get customers interested in the product include, poster-size, tonight, game, super, bowl and Amazon echo. This tweet generated five replies likes, as well as, one hundred and two retweets and three hundred and sixty-two likes from Amazon’s Twitter followers. Most of the reactions were jokes about the superbowl and Amazon echo’s personal voice activated assistant, with some showing interest in the product. There was a similar post Amazon’s Facebook account that used a famous entertainment icon, that is, Oprah to advertise sales for poster-size animal puzzles facilitated through Amazon.

 

Amazon made posed this tweet to notify its current and prospective customers of the opening of its Amazon Go store on Monday, January 22, 2018 in Seattle and encourage its followers to get the Amazon Go app so as to be able to enter the store. The picture used in this post was vital in capturing the attention of Twitter users and motivated them to get the Amazon Go app so as to be able to enter the store. The keywords Amazon Go, opens, Seattle, app, see you soon, as well as, the hashtag #AmazonGo were also critical I getting people interested in the event. This tweet generated four hundred and twenty-nine replies from users and was retweeted more than three thousand six hundred timed and liked more than six thousand nine hundred times by Twitter users. This tweet is similar to another post on Amazon’s Facebook account with the same message and picture. The comments on Facebook and replies on Twitter about this account were about people showing interest in the advertised event.

Social media benchmark analysis of Amazon Report

In this tweet, Amazon uses CardiB, a famous rapper to advertise Amazon Echo by filling in for the voice for the personal voice activated assistant, Alexa temporarily. This is also another example of how Amazon uses social media influencers to help increase traffic on its websites and increase sales of advertised products. Keywords utilized in his post to entice customers include, Alexa, echo, asking, like, CardiB and being. This tweet managed to generate thirty-one replies, two hundred and ninety-eight retweets and eight hundred and eighty-two likes from Twitter users interested in the product. Most of the reactions were sarcastic about CardiB and her attempt at being Alexa, the personal voice activated assistant to Amazon Echo, with some showing interest in the product. There was a similar post in Amazon’s Facebook account that talked about Alexa but did not use a social media influencer in the form of a famous rapper.

 

 

This tweet is an update by Amazon on its shortlist of communities that will proceed in the next step in the company’s HQ2 process. The content of this tweet is a vital point of interest to many users, especially those who submitted proposals. As such, Amazon has used this to its advantage and directed the Twitter users to its website by giving a sneak-peak of the results through the picture but revealing the main results in its website, forcing users to visit the site. Keywords used include, communities, proceed, next, HQ2, step, proposal, enthusiasm and creativity. This tweet generated six hundred and ninety-six replies, more than one thousand seven hundred retweets and more than three thousand likes by Twitter users. The reactions from users comprised mostly of congratulatory messages of communities that proceeded and complaints by those that did not make the cut. There was no similar post made by Amazon on its Facebook account.

 

Social media benchmark analysis of Amazon Report

This is a retweet by Amazon of Dwayne Johnson’s tweet about Jumanji movie’s partnership with Amazon to offer all Amazon Prime members the earliest opportunity to see the movie by visiting the company’s site to get their tickets under the hashtag #JUMANJI. This is yet another way through which Amazon utilizes social media influencers in the form of movie icons to help increase traffic on its websites and increase sales of advertised products. Keywords utilized in his post to entice customers include, unprecedented, cool, all Prime members, early, opportunity, movie, see and Jumanji. This tweet generated one hundred and nine replies, four hundred and four retweets, more than two thousand three hundred likes and was viewed by more than one hundred thousand Twitter users. Most of the reactions were sarcastic and jokes about Dwayne Johnson and the film Jumanji, with some showing genuine interest in getting the tickets to watch the movie. There was no similar post in Amazon’s Facebook account that advertised sale of tickets for the Jumanji movie facilitated through Amazon.

 

This is a retweet by Amazon of the tweet by its product Prime Video showing that the product is now available to users on Apple TV. The video does a good work of keeping users intrigued in what Prime video will offer them in terms of entertainment and why they should subscribe to the product. Keywords such as really, here, now, available and Apple TV are critical to reinforcing the need for users to subscribe for entertainment through an accessible channel or medium such as Apple TV. The video was viewed more than twenty-nine thousand six hundred times and the tweet generated one hundred and eight replies from user and was retweeted and liked two hundred and six times and four hundred and eighty times respectively. Majority of the reactions from Twitter users were positive with some comprising of complaints to Amazon. Otherwise, Amazon did not post a similar advertisement on is Facebook account.

Social media benchmark analysis of Amazon Report

 

This is another retweet by Amazon of Kumail Nanjiani’s tweet, a famous movie and TV series icon to advertise Amazon’s big stick offer of $10 off someone’s first amazon restaurant order, exclusive only to Amazon Prime members in select cities under the hashtags #TheBigSick and #Amazonrestaurants. This is another in which Amazon utilizes social media influencers to help increase traffic on its websites and increase sales of advertised products. The pictures posted by Kumail Nanjiani of food entice users to try the products offered by Amazon restaurants. Keywords utilized in his post to entice customers include, big, sick, off, members and restaurant. This tweet managed to generate one hundred and nine replies, one hundred and seventy-six retweets and more than two thousand likes from Twitter users. Most of the reactions were of users interested in knowing which cities were legible for the amazon restaurant deliveries and the delivery time of the food, with some making complaints about the delay in the delivery of purchased items and questioning whether the company could manage quick deliveries for food. There was no similar post in Amazon’s Facebook account

This is celebratory tweet by Amazon of the milestone reached by its Alexa, the personal voice activated assistant to Amazon Echo under the hashtag #HBDAlexa. The content of this tweet is meant to generate a celebratory mood among Amazon Echo users and encourage new customers to purchase the product. Keywords in this tweet include smart, three, year and old. This tweet was liked by six hundred and seven Twitter users, retweeted two hundred and five times and replied to by sixty users. Most of the reactions to this tweet were those of users recounting funny experiences with Alexa and joking about its real age. No similar post about Alexa’s birthday was placed on Amazon’s Facebook account to attract more customers through Alexa’s birthday message.

 

Social media benchmark analysis of Amazon Report

 

Facebook

This post was made by Amazon on February 7, 2018 to engage its Facebook fans in a conversation about entrepreneurship by highlighting the Mark Cuban’s 3 rules for entrepreneurship on the company’s insights platform. The keywords utilized in this post were business, entreprenuers, insights, build and business. The objective of this post was to get Facebook users to visit Amazon’s website under the insights platform so as to see how sales are important for any business including Amazon. This video was uploaded by Amazon was viewed by one hundred and twenty-two thousand Facebook users following Amazon, reacted to by one thousand users, shared three hundred and thirty-six times. The Facebook post was similar to another tweet by Amazon that featured the same video of Mark Cuban talking about his rules of entrepreneurship. While some reactions were positive and responded to the video, most reactions were complaints from customers about delivery of their products and the company’s customer service.

This post was made by Amazon to get people to purchase and subscribe the Prime Video offered by the company so as to be able to view movies and TV shows such as Logan Lucky, Mozart in the Jungle and The Tick. This Facebook post received a total of four hundred and forty-one likes and wow and love emoji reactions and was shared fifty three times. The key words in this post were Prime Video, Prime members, February, movies and shows. The movie and TV shows posters were critical in getting people interested in becoming Prime members so as to be able to stream different movies and TV shows. This Facebook is not similar to another post on Amazon’s social media accounts and as such its reactions are only unique to this post. Most of the comments were about people making enquiries about Prime video, with some making complaints regarding their membership.

 

 

 

This post was made by Amazon to get people order or stream Justin Timberlake’s “Man of the Woods” album depending on the option that one chooses. It also an advertisement of the company’s personal voice activated assistant Alexa. Through this content, Amazon was able to get people to stream Justine Timberlake’s album and get the experience of working with Alexa. The keywords used in this post are Justin Timberlake, Alexa, Man of the Woods, hear, intimate conversation, stories and influences. The hashtag used was #JustAsk. This Facebook post received four hundred and fifty-four likes and love and haha emoji reactions and was shared forty times. Most of the comments were about Justine Timberlake, with few being complaints, indicating that the post was successful in getting people to visit its site. This Facebook post is not similar to another post in Amazon’s Twitter account.

 

 

Amazon made this post to notify its current and prospective customers of the opening of its Amazon Go store on Monday, January in Seattle and encourage users to get the Amazon Go app so as to be able to enter the store. The picture used in this post was vital in capturing the attention of Facebook users and motivated them to get the Amazon Go app so as to be able to enter the store. The keywords Amazon Go, opens, Seattle, app, see you soon were also critical I getting people interested in the event. This Facebook post generated five thousand two hundred likes and love and wow emoji reactions and was shared one thousand one hundred and seventy-four times. This post is similar to another post on Amazon’s Twitter account with the same message and picture. The comments on Facebook and replies on Twitter about this account were about people showing interest in the advertised event.

 

 

The objective of this post by Amazon was to draw users’ attention to the use of people’s donations from AmazonSmile to help provide medically and physically challenged children with the community, equipment and confidence to experience their dreams of being dancers. It is also a reminder for people to support different charities by shopping at smile.amazon.com. Through the pictures of children dancing, this post aroused sympathy from users who support charities and encouraged more people to shop at Amazon Smile. The keywords used in this post are donations, charities, shop, smile, dreams and dancing. This post generated over two thousand six hundred likes, as well as, love and wow emoji reactions combined and was shared twenty-two times. This post was exclusive to Facebook and a similar post was not tweeted on Twitter. Most of the comments were those of empathy and people commending Amazon for supporting charities.

 

 

This another post by Amazon encouraging people to support charities by shopping at smile.amazon.com only that this one is for disabled animals such as Chispi in the uploaded video. The video of disabled Chispi who requires a custom pair of wheels generated sympathy and empathy from people as evident in the comments where most Facebook users reinforced the message of providing help to disabled animals and commended Amazon for doing so by donating to charities. This post used the hashtag #SeasonOfSmiles and employed keywords such as charity, shop, smile, animals, donations and care. There were more than one thousand four hundred likes and sad and love emoji reactions to this post with seventy-one users sharing the post. This post was unique to Facebook with though similar tweets for donations by shopping at smile.amazon.com were also present on Amazon’s Twitter account. The sympathetic and thankful comments in Facebook were also reciprocated on Twitter through the replies of various users who visited the company’s site.

Social media benchmark analysis of Amazon Report

This post by Amazon uses the name of Oprah, a famous entertainment icon to advertise its poster-size animal puzzles under the hashtag #OprahsFavoriteThings. This is a good example of how Amazon uses social media influencers to help increase traffic on its websites and increase sales of advertised products. Keywords utilized in his post to entice customers include, poster-size, Oprah, family nights, animal and puzzle. This post managed to generate eight hundred and eighty-three likes, as well as, wow and love emoji reactions and was shared by one hundred and sixty times users. Most of the reactions were sarcastic about Oprah, with some showing interest in the poster-size animal puzzles. There was a similar post in Amazon’s Twitter account that used famous actors to advertise sales for a movie facilitated through Amazon, that is, Jumanji movie.

 

The goal of this post by Amazon was to encourage users to purchase the DJI Max Pro drone that takes people’s holiday pictures. Through the picture of the drone, users were encouraged to check out its specifications on Amazon’s site, as well as, other Gizmos and Gadgets in the Electronics Gift Guide. Keywords utilized include new level, literally, gadgets, pro, gif and electronics. This post generated four hundred and one likes, as well as, wow and love emoji reactions and was shared by thirty-seven users. Most of the reactions were interests about the product about the product, with some complaining about the delay in the delivery of their purchased items. There was no similar post in Amazon’s Twitter account.

 

 

 

 

The objective of this post by Amazon was to share its commitment to supporting disadvantage students achieve proper education through its Unstoppable Foundation and encourage people to support the charity by shopping at smiles.amazon.com. Through the picture of the smiling girl, Amazon encourages users to put smiles on girls in Kenya by supporting the Unstoppable Foundation by shopping at smiles.amazon.com so as to provide them with basic education. On top of using keywords such as smile, donations, charity, support, shop, child and education, this post uses the hashtag #SeasonOfSmiles. More than one thousand six hundred likes and haha and love emoji reactions were generated for this post and it was shared fourteen times. A similar post about donating to charities was also tweeted by Amazon’s Twitter account with reactions of empathy, love and commendation coming from most users and few people making complaints and ridiculing the company’s insistence on shopping at its stores as a way of users donating to charities.Social media benchmark analysis of Amazon Report

 

Amazon made this post to market its free delivery offer before December 25, 2017. The content of the post encouraged people to shop at Amazon so as to have their festive season gifs delivered free by the company before Christmas. Keywords such as before, hurry, delivered, shipping and two-day ends were influential in convincing people to shop for items at Amazon. This Facebook post generated three hundred and fifty-four likes, as well as, love and angry emoji reactions. As evident in the comments section some users were angry at the failure of the company to fulfill the guaranteed free delivery while others appreciated the free delivery by the company. A similar message was tweeted by Amazon on its Twitter account and the divided reactions by users on Facebook were also evident in the replies of the company’s Twitter followers.

Social media benchmark analysis of Amazon Report

Based on social media benchmark analysis of Amazon’s use of its Facebook and Twitter platforms for marketing, the following inferences were derived from the posts on both social media accounts and the reactions of the users:

  1. Facebook and Twitter as social media platforms are key avenues for companies to create awareness about their products and engage with current and prospective customers. This is evident through the numerous reactions, comments and replies to Amazon’s Facebook posts and tweets on Twitter. As such, they facilitate increase in traffic on Amazon’s websites and increase in sales of its products.
  2. Facebook and Twitter can also be detrimental to the reputation of a company. This is evident in the comments section of Amazon’s Facebook posts and replies to its tweets by angry customers complaining about non-refunds, constant delays in delivery, deceiving information about their purchases and poor customer service among others. Most of these complaints arise as a result of Amazon’s failure to fulfill the promises it gives its customers regarding purchases and delivery. In this regard, companies seeking to utilize social media for marketing should ensure that they give realistic promises to customers and fulfill them or risk their reputation being tainted on social media.
  3. Use of social medial influencers in the form of entertainment icons, famous actors and actresses, famous singers and rappers, as well as, people with many followers generates immense traffic to a company’s website and attracts more customers and positive reaction. This is evident through the use of movie icons such as Kevin Hurt, Dwayne Johnson, Gordon Ramsay, CardiB and Oprah among others by Amazon to create more “buzz” for its products and services.
  4. Social media platforms foster easy access of company products by posting links where users can access the products and services on the company’s website. Thus, it is vital for companies to introduce their products through social media platforms such as Facebook and Twitter as is the case for Amazon and provide users with links where they can easily access these products and services.
  5. Most customers air their frustrations and complaints about companies’ products, services, delivery and customer services through social media as seen in the many complaints posted by users on Amazon’s Facebook and Twitter accounts. As such, successful marketing through social media requires management of Facebook and Twitter accounts with staff that offers quick replies to the complaints of the customers and provide them with necessary help so as to meet the needs of customers through social media and avoid users tainting the image of the company due to lack of quick response by the company.Social media benchmark analysis of Amazon Report

 

 

 

 

 

 

Work Cited

Unmetric. (2018). Social Media Analytics & Intelligence Dashboard by Unmetric. Unmetric. Retrieved 5 March 2018, from https://unmetric.com/brands/amazon