By Sydney MacDonald
TO: Sherry Jhawar, EOS: evolution of smooth, Vice President
FROM: Sydney MacDonald, EOS: evolution of smooth, employee
DATE: February 22, 2015
SUBJECT: Analysis of EOS’s Social Media
As requested, this memo summarizes and provides an analysis for eos’s collective social media presence. I have examined our main social media platforms; FaceBook and Instagram as well as gathered information from secondary sources to discover how eos interacts and communicates with customers. Altogether I found eos uses effective social media strategies and engages their audience rhetorically; however, if a greater emphasis was put into online interaction with the audience eos could strengthen its bond with customers and improve its online presence. This memo includes an examination of audience, strategies employed on social media platforms, key findings and recommendations.
Social Media Audience
Even a quick look at the over three million likes on the eos FaceBook shows our primary fan and customer base is women from preteen to adult. As a result of our brand positioning being viewed as “current and cool” while still being affordable, eos’s audience ranges from women in middle and upper social classes who care about beauty and fashion (Terreri, 2013, p. 1) . Although this is a single gender audience, it is an effective one. According to a report from finance site Mint, the average woman spends an average of $15,000 on beauty products in her lifetime (Mychaskiw, 2013, p.1).
eos: evolution of smooth engages its audience through current event posts, celebrity endorsements and well laid out visuals their fans can share and comment on.Today 97% of businesses are using social media platforms for marketing (up 6% from 2013) and competition for winning and keeping the viewer’s attention is high (Stelzner, 2014, p. 7). For eos, this means consistently updating social media platforms and analyzing the strategies being utilized.
Strategy Utilized: Interaction
In this Super Bowl post, where a question is posed, there were over a thousand comments in contrast to the mere hundred and forty-eight on the post without any prompt to interact. eos frequently takes advantage of current events like the Super Bowl to generate effective social media content. Shwom and Snyder (2014) outline interactiveness as one of main principles of creating effective social media content, “By asking questions, you are likely to receive twice the number of comment responses than you would otherwise” (p.549).
Strategy Utilized: Ethos and Social Proof
eos’s Instagram utilizes the rhetorical appeal of ethos as it employs Shwom and Snyder’s principle of social proof through celebrity endorsements. Ethos is established by the source’s credibility, in this case how well-known the celebrity is, and how that is received by the audience. Ethos is convincely combined with the strategy of social proof, the theory that “people follow the lead of others they respect” (Shwom and Snyder, 2014, p.187) . eos’s Instagram features photos of celebrities like Jennifer Lopez, Demi Lovato and Hilary Duff using the products, encouraging women to buy the products they understand to be popular.
Strategy Utilized: Visual Design
Both eos’s FaceBook and Instagram rely heavily on the principles of visual design to appeal to its audience. According to Krista Neher, (2013) “real photos of real things taken by real people work best for visual social media success” and this is technique eos follows on its social media sites (p.1). This iPhone generated photo of the product posed with an obvious filter to make it look like a Photo Booth photo was widely liked and shared by eos fans. This also illustrates another principle of design, widely used in eos’s photos, the use of analogous color schemes (colors located next to one another on the color wheel). According to Clayton and Hashimoto (2009), analogous color schemes express a feeling of “harmonious tranquility” something that makes sense for a company selling soothing beauty products (p.470).
Summary of Key Findings
eos keeps up with the rapidly growing field of social media marketing by appealing to its customers in the following ways:
- Interaction with its followers and fans by asking questions and posting about current events to engage in a social exchange
- Establishing ethos and employing the strategy of social proof through celebrity endorsements and acquiring over three million fans on FaceBook
- Using photos with key visual design components to catch the consumers’ eye and photos that look like they were taken by “real people” not stock company photos.
There were several posts on the Facebook page about customers finding mold on their eos chapstick then emailing the company but receiving no response. Several days after the post was made eos responded on FaceBook with a sincere apology, a promise to reply to the email and look into the issue of mold. However, I think customer satisfaction with eos’s social media outreach would be increased if someone were to check for negative posts like these and respond properly to them each day. Evans (2010) states that social sites where customers can report their problems and receive feedback and solutions can actually strengthen a business’s relationship with their customers (p.6). The interaction between company and customer in an online setting is important and “access to customer-service related information means your product or service adapts faster (Evans, 2010 p. 7). If eos were to channel its efforts into greater quality of customer interactions we could strengthen our relationship with the consumer and discover the most effective way to reach them through social media advertisement.
Clayton, Mike, and Hashimoto, Alan (2009) Visual Design Fundamentals : A Digital Approach (3rd Edition). Boston, MA, USA: Charles River Media / Cengage Learning
Mychaskiw, Marianne (2013, April). Report: Women Spend an Average of $15,000 on Makeup in Their Lifetimes. Retrieved from: http://news.instyle.com/2013/04/17/women-makeup-spending-facts/
Neher, Krista (2013, July) “Visual Social Media: What’s IN and OUT.” Retrieved from: http://socialprchat.com/visual-social-media-whats-in-and-out-by-author-kristaneher/
Showm, Barbara G. Snyder, Lisa G. (2013). Business Communication: Polishing Your Professional Presence. New Jersey: Pearson.
Stelzer, Michael A (2014, May) 2014 Social Media Marketing Industry Report: How Marketers are Using Social Media to Grow Their Businesses. Retrieved from: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
Terreri, Danielle (2013, August) “EOS: A Smooth Case Study.” Social Media Explorer Eos A Smooth Case Study Comments. Retrieved from: http://www.socialmediaexplorer.com/social-media-marketing/eos-a-smooth-case-study-2/