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2 discussion responses 125 words each
One: I was not familiar with Publix and had to do research.
Checking their online presence, they have twitter, Instagram, and Facebook, but their followers are the greatest on Facebook with 2.9 million followers, while twitter is 254k and Instagram 180k. I found this odd because every article I read seemed to indicate that the Publix chain was a beloved staple in the south and considered one of the best if not the best supermarket in those areas.
The social media accounts for Publix seem to be meticulously managed. Multiple posts across platforms with perfect pictures of groceries displayed on the pages. There are also posts about the company and even recipes for the items on display.
I think what it might be missing is a specific flash. Their twitter account has been around since 2008, and their following seems low to me for an 11-year account. They could benefit from starting more engagements and maybe promoting retweets for coupons.
Forbes.com had a list of 50 ways a company can increase its Instagram followers, but I believe many of these can help with the twitter handle as well. Some of Forbes’s recommendations included creating competitions and also creating hashtags.
The competition idea could create interest. Ask people to post pictures of their shopping, or recipes then ask others to vote on their favorites and issue some reward to the winner. The award would be store related and, in turn, create both publicity and hopefully also increase their following.
Another recommendation from Forbe’s was following influencers. They could benefit from this as influencers tend to have massive followers, and this could help increase traffic on their page as well.
two: In their corporate mission statement, Publix Grocery stores has made it their job to be the premier quality food retailer in the world. In order to achieve this goal, they have committed to focus on customer value, be intolerant of waste, dedicated to the dignity, value and employment security of their associates and devoted to the highest standards of stewardship for our stockholders (Publix , 2020). Through this endeavor to be the best, Publix has created a very well-regarded brand image in the southeast United States of quality to both their employees as well as the consumer. Their next steps in the brand building process would likely revolve around the development of an effective social media campaign aimed at engaging customers. Social media is an extremely effective tool for firms to communicate with their customers and further build the brand relationship. Using social media, Publix can easily display their abilities to both support their customers and their surrounding communities. Connecting and engaging their customer bases via this platform would create numerous opportunities to gather helpful information as well as solve any customer issues to maintain brand value. ON a given month, Publix receives approximately 23,000 customer care requests via phone and email. Contrary to this antiquated way of communicating with a company, in that same month Publix will receive on average 100,000 mentions across various social media platforms. Without a strong presence in these platforms many of these opportunities to engage with the customer would be missed. This allows Publix to identify where customers are lauding their efforts online and further share these with their demographics. In addition to this, Publix also has a more concise path to righting customer complaints to better retain long term consumers (Huff, 2013). One of the main benefits aside from the customer engagement is the costs associated with a robust social media department. An effective department will help to mitigate risks associated with brand management on social media platforms while not having to spend large sums of money in order to do so (Winer & Dhar, 2011). This can be an effective assistant when it comes to developing a strong social media presence that puts the Publix brand in front of a massive collection of eyes.
Huff, P. (2013, August 27). How Publix uses social media – and you should, too. Retrieved from Tampa Bay Business Journal: https://www.bizjournals.com/tampabay/blog/2013/08/how-publix-uses-social-media—and-you.html
Publix . (2020, February 6). Mission Statement & Guarantee. Retrieved from Publix.com: https://corporate.publix.com/about-publix/company-overview/mission-statement-guarantee
Winer, R. S., & Dhar, R. (2011). Marketing Management 4th Edition. Upper Saddle River: Pearson Education, Inc.