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troike - Kylee Troike CSR 406 Assignment 2 Facebook Going...

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Kylee Troike CSR 406 Assignment 2 Facebook Going Beyond a Social Trend With the advances being made in technology and social media, Facebook can be a critical part of a company’s business strategy. It provides a free, easy way to connect to millions of potential consumers on a daily basis. Through Facebook, companies have the opportunity to connect with consumers more personally and frequently, highlight their company’s image, offer additional deals as an incentive, and much more. Utilization of Facebook to reach out to consumers will vary depending on the company’s brand image, strategy, and what they hope to achieve through online networking. The five retailers I chose to analyze for their use of Facebook as part of their internet strategy are Kohl’s, Target, Macy’s, Tommy Hilfiger, and Zappos.com. The first company I chose to analyze for their use of Facebook is Kohl’s. The main focus of Kohl’s Facebook page is the wall of comments. On the wall, they really let consumers control the topic of discussion and only seem to step in when one has a concern or complaint. When consumers write something positive, the company does not comment but instead lets others feed off of the positive energy. I feel that they are doing this because when other shoppers share their positive experience through posts or comments, it is much more convincing to other consumers rather than if it was coming from the company. If it was coming from the coming it would appear to be much more scripted and less influential.
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