Social media has become increasingly popular throughout the world over the past years. Not only do people use social media to connect with others, but businesses began to utilize social media in order to engage and connect with society.
There are definitely lessons that can be learned from popular companies in regards to their social media strategies. It’s wise to utilize differentiation in order to understand what works, what does not, and what would work for your specific business.
Let’s take a look at Dunkin’ Donuts and Starbucks. Both are multi-million dollar companies with a vast amount of loyal customers and utilize multiple platforms. Both companies use Facebook, Instagram, Twitter, YouTube, Pinterest, and LinkedIn.
After digging deep into Dunkin Donuts’ social media platforms, it is apparent that their social media focuses heavily on their products. Dunkin Donuts’ Instagram posts consist of about 80% of their posts are pictures of coffees, donuts, bagels, and even Dunkin Donut merchandise such as koozies, mugs, traveler cups, and even apparel. These posts are full of color, bright, and eye-catching.
The Dunkin Donuts Facebook page is full of colors and pictures. It is not used heavily for posting pictures of their products like their Instagram is used for, but they do post photos about their company. There are pictures and posts regarding how they are helping the community and how they are involved in the community. These are very similar to what they use the Dunkin Donuts’ Twitter page for.
Their YouTube focuses solely on advertisement and marketing videos. These generally correlate to the videos they have on Facebook. Their Pinterest site focuses on the fun of Dunkin as a company and their fun products. They have pins for Dunkin Donut nail art, donut decorating, and recipes for sweet treats.
Starbucks focuses heavily on their products, but their posts are minimal and straight forward. Simple, yet classy. Starbuck’s Instagram account is full of pictures, but seems to utilize more infographics and quotes with simple clean-cut pictures.
Their Facebook page focuses on how they are involved in the community. They ensure their followers know that they take pride in their company, support their employees, and involve themselves in current societal situations. Starbucks also integrates their Twitter with their Facebook with similiar engagements.
Like Dunkin Donuts, Starbucks’ YouTube is mainly comprised of advertisement videos as well as short clips of community engagements. The company’s Pinterest includes pins regarding their recipes for their “hidden menu” as well as pins showing crafty mugs and Starbuck’s branded items.
Starbucks and Dunkin Donuts use the different platforms in similar ways, but their content differs. Starbucks is very similar but they have their own marketing strategies. Their posts and sites are not as colorful and fun as Dunkin Donuts, but are equally successful an eye-cathing. Both speak to different types of consumers. However, both companies know their target market and know how to reach and engage with them.
It is important to look into companies and businesses within the same industry in order to gain a clear insight of what works and what does not. Just remember….it is important to use social media for your business in the way that is best for YOUR business and YOUR success.
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Social Insight 