Stating Amazon as the biggest online retailer won't be wrong. The 310 million active Amazon customer accounts worldwide spend an average of $2,000 per year on this platform. It has nearly four times sales to that of Amazon's closest e-commerce rival Walmart. The popularity of Amazon is not phenomenal. There is no doubt that this the result of a lot of efforts, fantastic planning and well defined strategical moves in all the segments.
Among all other variety of factors, handling the social media over the period of time to master even before such a thing truly existed.
Campaigning Customer Engagement at Every Level
People using Amazon know it very well how reviews are promoted in Amazon throughout before and after purchase. The users come across followings while using Amazon:
- Every item has a star-rating accompanied by reviews on the same product and the buyers as well.
- Reviews are always very important for Amazon as they provide accountability and serve as a quality indicator for buyers.
- Reviews generate genuine consumer engagement. Amazon could be described as a consumer-driven social network in its own way.
- Customers can easily identify favorite sellers and reviewers and trust the recommendation and get engage with them.
- Amazon also enables community moderation by encouraging customers. So one can vote or post follow-up questions directly to the reviewer.
And so, when social media was active, Amazon already knew exactly how to play with the online game to avail its advantages.
Amazon is able to drive more sales than any other online merchant through its exclusive social media campaign. It is present in all the social media sites where people are more active. These are:
Facebook: Amazon uses Facebook to highlight products, and offers, date-related coupons and discounts to encourage sales. It covers all the festivals and occasions like mothers' day to reach each and every people on facebook.
Twitter: Amazon's Twitter campaign is towards Amazon's additional services such as Prime Video and Amazon Music, the company's blog content to encourage Prime membership.
Pinterest: Pinterest is like an extension of Amazon's main online store to promote Handmade at Amazon, Amazon Home Services, and Amazon Style for Women.
Spark: Amazon Spark is described as a social network for shopping. Spark is designed to create social engagement that will lead directly to product purchases and is available within the Amazon app. Spark also generates data and gives the company a whole new set of signals for customers they are targeting down the line.
Social media habits and performance of Amazon
Studies found that currently, Amazon has 188 social media profiles. 72 on Facebook, 69 on Twitter, 25 on Instagram, 17 on YouTube Channels and 5 on LinkedIn.
Being a leading player in the e-commerce market, Amazon knew it very well how to analyze the social media performance of its different profiles specific to the different geographical locations. That is how they get great engagement on Facebook, Twitter, LinkedIn, and Instagram.
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