Social Media Case Study -- Tesco
Tesco have established themselves as one of the leading supermarket brands in the UK and they operate more accounts than you can shake a stick at. They make heavy use of Twitter, Facebook and Pinterest, which is where their main customers lie.
They have various Twitter accounts for things like customer care, jobs, wines and Clubcard. It may be seen as a disadvantage to have this many accounts for a brand, as neither one can attract a substantial following, but with the large amount of services that Tesco offer, it's a wise move. The tone they use for their main account @Tesco is generally quite light-hearted and fun, which brings a refreshing self-awareness that many brands don't seem to realise through Social Media. It's a reminder that despite Social Media being a solid sales tool, it's still "Social" Media. They also take time out to reply to their audience, as well as engage in casual banter with other brands. Using a casual tone helps Tesco engage and connect followers on a level other than business. Below is an example of how they do this.
Tesco takes a similar approach to their Facebook page, although with much more visual content, which for a company that is known for retail, is always a plus. Tesco only post around once per day, but their content is usually things like recipes, Clubcard and charity information, and questions that engage their audience. They also take time out to reply to their audience as well, whether it's responding to comments about their products or services or a reply to one of their own posts.
Their Facebook page has a selection of apps and games that you can check out, although you do have to like their page to do it. It's a good way to help get more likes to their page, outside of their existing content. The page also has a "Here to Help" tab, which redirects you to all their contact numbers. It's a handy shortcut in case you need to contact them quickly.
Tesco's Pinterest page has over 3,000 likes, and it's no wonder considering how diverse their boards are. They range from beautiful imagery to helpful how-to guides, including recipes that suits everyone's tastes. They also have various boards dedicated to vintage toys dating all the way back to the 50s, which is a good way for them to attract their target audience (household adults). One thing to note is that all this beautiful imagery does link back to their ecommerce website, which reminds you that Pinterest is still a sales tool and a useful one at that. Pinterest has always been a must-have for Tesco, considering the sheer amount of products and services they provide, so it's good to see them optimise it as well as they have.