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amazon social media case study

Amazon & Social Media: How Does Amazon Use It?

Amazon is the e-commerce company that everyone knows about, but how has it used social media to get that notoriety? Amazon understands the effect that a solid social media strategy can have. Additionally, it has a clear understanding of who the target audience is. Based in the United States and originally started as an online bookstore back in 1994, Amazon Inc. has grown to become a market leader in electronic commerce, expanding into several areas including tech, music, film, apparel, and more. The brand first reached a staggering $1 trillion market cap in September 2018, dipping below and back up over 2019. Furthermore, as of 2022, Amazon is worth over $1.5 trillion, with founder Jeff Bezos “first person to ever be worth more than $200 billion.”

Amazon –  Social Media Following

As the world’s largest online retailer, it’s fair to say that Amazon has a clear and decisive grip on the ins and outs of the Digital Marketplace, and that expert knowledge is perfectly evident in their Social Media efforts. With a central branded account and verified accounts for each of its branches, Amazon utilises social media to its fullest potential as both a marketing and customer service tool. Social media following as of December 2022: Facebook –  29m likes; Prime Video UK 15m likes; 5.6m likes; Amazon Kindle 3.9m likes; Amazon Fashion 3.2m likes; Amazon Web Services 675k likes. Twitter –                Amazon 3.6m followers; Prime Video 1.8m followers; Amazon Web Services 1.8m followers; Amazon Music 1.9m followers; Amazon Help 387.7k followers; & more. Instagram –          Amazon 3.1m followers; Amazon Influencer Program 487k followers; Amazon Prime Video (US/global) 1.7m followers; Prime Video UK 178k followers. LinkedIn –             Amazon 19.1m followers; Amazon Web Services 5.6m followers; Amazon Advertising 117k followers; & more. YouTube –            Amazon 477k subscribers; Amazon Prime Video 988k subscribers; Amazon Music 132k subscribers; Prime Video Kids 55k subscribers; Amazon Studios 94k subscribers. Pinterest –            Amazon 115.3k followers; Amazon Fashion 63.5k followers; Amazon Handmade 4.2k followers; Amazon Home 2.4k followers; Amazon Books 785k followers. TikTok –                  Amazon 149.7k followers; Amazon Prime Video 4.9m followers. Phew, that’s a lot of followers! Just from the verified accounts chosen above, that’s almost 100 million followers across all channels.

How Amazon Uses Facebook

Amazon’s primary Facebook account is mostly used to market their products, highlight deals, run competitions, share community content, and share important posts. Often these are optimised to coincide with relevant events and holidays, providing enticing and valuable content for their customers. Amazon social media - Facebook post for National Pet Day Amazon also has specific Facebook accounts related to their products, such as Prime Video and Amazon Kindle. Much like the central account, these are used to draw attention to relevant products and offers to increase intrigue, drive engagement through reach, and ultimately gain sales. The Prime Video UK Facebook page primarily posts video content, including teasers for upcoming movies and shows. This recent example shares a clip from the new movie Without Remorse, with a playful, funny caption to engage readers. Amazon Social Media - Prime Video Facebook post for Without Remorse
How Amazon Use Twitter
Amazon’s use of Twitter showcases the use of social media as not only a marketing tool but an important step in customer service and e-commerce. Switching to “tweets + replies” on most Amazon Twitter accounts leads to a flurry of public customer service responses to customer’s positive and negative experiences with the brand. Amazon social media - Twitter as customer service Alongside the predominant B2C aspect of their business, Amazon also have a clear grip on the B2B. This can be seen on their Amazon Web Services (AWS) Twitter account, featuring ‘technical’ content to appeal to business users but also graphics, videos, and emojis to keep a fun spirit. Amazon social media - Web Services on Twitter

How Amazon uses Instagram

In keeping with the strategy of tailoring each platform’s content to keep things diverse and interesting, Amazon use Instagram to promote high-quality images and video content. In addition, its also utilises Stories to include bespoke graphics and swipe-up links. This can be seen in the story seen below. Throughout their social media presence, Amazon use different social media profiles for each of their owned brands and services. These profiles all have messaging and voices in their own rights, in keeping with Amazon’s overarching brand identity. For instance, Prime Video on Instagram features video posts, Reels, Stories, and image/carousel posts featuring upcoming Prime Video content. Prime Video UK on Instagram

Amazon, and using Social Media as a Customer Service Tool

Amazon clearly understands how social media can aid in customer service. In addition, its ability to produce an instantaneous and open dialogue between producer and consumer, social media’s customer service potential is huge. Because of this, Amazon makes an effort to respond directly to customers who raise issues, complaints or questions through their social networking channels.

Amazon, and using Social Media Dealing with Controversy

Being a global corporation, Amazon has seen a huge amount of controversy and backlash over the years. So much so, that “Criticism of Amazon” has its own Wikipedia page, and it’s a long one! Recent controversies surrounding working conditions, environmental matters, and union disputes all piled together. As a result, “#BoycottAmazon” trended on Twitter worldwide. Ultimately, many people are upset with Amazon’s values and practices, boycotting the brand in favour of small businesses and eco-friendly chains. Amazon representatives rarely address such huge controversies publicly, but instead choose to deal with smaller issues in public, not commenting on bigger problems. However, Amazon recently issued a rare apology regarding delivery driver working conditions after admitting it was in the wrong. Where there are controversies and boycotts, there are equally as many social media ‘wins’ and brand loyalists. Amazon knows it’s divisive in today’s climate and are working to improve their reputation, one step at a time. Editor’s note: This article was published in 2016 and has been updated for accuracy and relevance in December 2022.

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