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“Saving the world, one internet transaction at a time.”
[ANNUAL REPORT ON EFFECTIVE SOCIAL MEDIA]
Annual report on effective social media 2011 - Page 1
At Tusuvi, we are a company dedicated to providing our consumers with the best online
purchasing service of the best products possible. While we are in constant competition with local merchandise selling centers such Target, it has come to the attention of Tusuvi that our customers troubled by the availability of feedback. This is a concern of the company members as well and consumers.
In this report I will be addressing some of the concern arising from last month’s meeting
with online public relation. After our meeting on December 26, 2010, several of you have brought to the attention of the public relations office that Tusuvi has lacked an appearance in the social media community. In the following pages I will be exemplifying the ways in which Tusuvi is innovating and expanding its appearance in social media. Please take time to read through the document as this expansion is representing not only company image, but company employees as well. Sincerely, Alfred Steinbeck Chairman, President and CEO
Annual report on effective social media 2011 - Page 2
SOCIAL MEDIA AND TUSUVI
One of the big changes that consumers will soon see from our store is the introduction of Facebook and Twitter links on our site. These sites will be monitored by a person or persons in the public relations department. The new Facebook page will hold features such as a feedback form that allows consumers to comment on their transactions with the company and the ability of users to interact with the wall. Our Twitter page will never rudely address any user, no matter how they address our company. It has come to our attention that customers want us to hear them, we listened and are acting. While we suspect other companies sites are monitored by noncorporate affiliated members, our company will be invested in the best consumer- company interaction at only the finest qualities. If a problem should arise of falsely identified personas portraying themselves to be our company we shall handle the situation delicately and in a way in which consumers know who we are legitimately Tusuvi and not some John Smith.
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When observing other leading companies, such as Target, public relations met in a crude office with corporate management to discuss how they were utilizing the public site. While Target allows the public to post comments to a “So I had to do some extremely wall, they also use this wall to promote ads and ways they are last minute shopping for school and THANK GOD we have a helping around the community. Kmart and Wal-Mart! Not only did Target‟s Facebook is serving the company as an open forum to improve not only their image to the public, but trying to get the public into their store via promotional advertisement posts as well. In keeping the webpage open to the public, our team in public relations shared a few related concerns about the site.
they have everything I needed AND wanted but it was so inexpensive. But I will admit, I did stop into Target today.... Thanks for letting me use your” bathroom!” ~Patrick M
The first concern was how to deal with customer complaints and negative comments, like the ones that flood through Target‟s page every day. After tracking a week worth of public feedback on Target‟s Facebook, our public relations team noticed that negative wall posts outweighed the positive nearly 5;1. What was worse to our team is the notion that Target “Bullseye here... love never responds or post anything to help their consumers find solutions to the remix. Way to their problems. All these people, whose names are out to the public, yet represent for red & Target does nothing to help them out. This, in our eyes, is unacceptable. khaki. BTW, you got us doing the dougie. Consumers hold Target‟s image and it is not a pretty sight. The only interaction Target has with their Facebook page is posting promotions to their own wall and by commenting on creations promoting Target by other Facebook users. Their comment had nothing to do with controlling their image. This is why our innovation team has been working with public relations to kick this problem out of the way before it starts. As previously stated, our Facebook page will be monitored and the monitor of the page will track public interactions with the page. If negative comments arise we will work our best to find a solution to the problem or at least apologize. We don‟t want any comments like the ones included in this article on our page.
So, when does your album drop?”
Annual report on effective social media 2011 - Page 4
Another popular social media sight our company will be looking into is Twitter, while it lacks some of the frills and whistles of Facebook, it does allow for quick public interaction. We choose Twitter as a second social media platform because of its tie into Facebook. A recent pricing mistake of the PlayStation 3 in their online store brought a huge outbreak in unhappy Facebook users, but Twitter users as well. Our team of researchers was astounded by the in pour of complaints that flooded the social media sites. It was obvious to our researchers that the image of Target was suffering and the automated email consumers have said to have received was not satisfactory to them. To the consumer Target failed at meeting the “Diversity” and “Innovation” of the Target mission statement. We believe there is something to be said if our identity doesn‟t match our company image. Their CEO even posts on the Target.com site (clearly not listening to consumers) this statement, which is not being fulfilled in social media:
On Twitter, users post short statements about “what‟s happening” around them. The users can also tag other Twitter accounts by using the phrase “@ „twitter_account_name.‟” Everyone that tagged Target during the PlayStation 3fiasco seemed fairly upset at the way in which the situation was handled. As a newer company, we will not allow this to happen. A new position will be opening up in the Public Relations department to manage tweets that have tagged @Tusuvi. Unlike Target, we care about our image and would like to hold most of the power in which our image is viewed. We realize Twitter is a public opinion based site, but also think that Target isn‟t realizing that the accounts who tagged Target in tweets not only is one person‟s image of Target, but is also re-tweeted by other consumers as well. It is undoubtedly a bottomless downfall of our image if we fail, as a company, to maintain our image by using copy and paste “one size fits all” solutions to public tweets. We noticed that Target on Twitter interacts with consumers more than their pseudo profile on Facebook. As a corporation, we also would like to address that this is unacceptable and shows a
Annual report on effective social media 2011 - Page 5
Our mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation ~Target’s Mission Statement
lack of care for people investing money into a corporation. While it is okay for a corporation to reply to a consumer, it is not okay to simply “copy and paste” an answer to a solution. Every person is different. We have to accredit Target on Twitter for at least trying to control their image on Twitter, however, even if it was simply linking the consumer to their press release.
SOCIAL MEDIA BRANDING
Furthermore, Tusuvi has decided that Target is forcefully being branded by their consumers and doing nothing to take control of their actions. In the eyes of our public relations department, Targets logo says it all. With the bull‟s eye logo, Target, is inviting people to take their shots at the company. In return the company just collects the darts or profits as they come. With the maintaining of our social media site additions, our logo is sure to “light a fire” under the competitors.
FOR MORE INFORMATION
Any employee wishing for more information or wanting to apply for a position on the social media team should contact the company website. All information in this document can be found on the company website along with dates when the social networking will go live.
Annual report on effective social media 2011 - Page 6
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