4 min read · Mar 6, 2018
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Brands should put a majority of their efforts to create a positive and meaningful presence on various social media platforms. If done correctly, a brand’s social media account can give consumers a taste of the brand, and tell whether or not their brand is active and focused on thriving communication with its consumers.
For this assignment, I decided to choose ASOS because of their outstanding social media presence throughout various platfroms. I have also boughten various items from them and I currently follow them since all their apparel is very trendy and cute.
ASOS is a British online fashion store and is one of the most popular retail brands in the industry. ASOS’s target audience is aimed toward young adults. They offer styles and brands for every type of consumer. Their website itself attracts 13 million viewers a month. Not only is their website attracting a high number of traffic, their social media platforms generate many likes, shares, comments and have many followers as well.
ASOS has social media platforms on Instagram, Twitter, Pinterest, and Facebook. On their Instagram they have over 6.9 million followers with 6,872 posts. ASOS’s has 11 verfifed accounts tailored to different countries, women or men, and styles. All of the Instagram accounts have different posts but they are all edgy, colorful and inspirational. On average, ASOS posts six times a day, at any time of the day, on their main account whether its outfit inspo, a celebrity wearing ASOS, or styling tips.
ASOS has three verified Twitter accounts; their main one, a US account and one specifically for customer care. On their main account, they have over 1 million followers and post 3 times a day. Their posts are mainly fashion updates and insights. I find it very intriguing that they have an account specifically for customer inquires and concerns. This comes to show that ASOS truly cares about their consumer’s inputs, concerns and opinions and wants them in the conversation to better their brand. This also allows ASOS to seperate the negative correspondence from unhappy customers to maintain a postive brand image on the other Twitter accounts.
ASOS is also on Facebook and Pintrest. Their Facebook account has over 5.4 million likes and they tend to post daily or every other day. They tend to post once or twice a day with albums on “How to Style”, sale announcements and offers, and many “fill in the bank” and meme posts as well.
ASOS’s Pintrest account has 600,000 followers and is made up of 14 boards. The photographs that make up these boards make each board unqiue and they are linked to blogs, articles and the ASOS website. ASOS updates or adds to their board every other day or once a week. It is evident that Pinterest is the platform that is used the least and they put more effort in the content of Instagram.
ASOS has a very unique and trendy voice in comparison to their fashion competitors. Even though each platform has different content and posts, they are all edgy, fashionable, and full of color. It is also asthertically pleasing which has become popular among the millennial generation. They do a great job of reaching out to thier consumers in an eye-catching manner.
ASOS specializes in engaging with their customers through various platforms. On some of their Instagram posts, if they are showcasing a product they add the product’s serial number in the caption for customers to access it easier. They also encourage customers to tag their OOTD, if they are wearing ASOS, on Instagram by using #AsSeenOnMe. This is a great example of engagment because it allows users to tag themselves and have the opportunity to be featured on ASOS’s website and Instagram.
ASOS’s Twitter account, @ASOS_HereToHelp, engages with consumers and allows for two-way communication to occur to ensure ultimate customer satisfaction. They take the time to favorite, retweet, and comment and usually do so in a timely manner (within hours).
Overall, I believe ASOS does a great job of maintaining and creating a positive presence on social media platforms. For a customer, it is ensuring that I am supporting a brand that cares about what their customers has to say and that there is a potential to be featured on their accounts.
ASOS’s customer engagement helps build relationships and makes customers wanting more. ASOS uses social media as a productive marketing tool which has increased their outreach to others and for customers to interact and follow them. Great job ASOS, you are killing the game!
