Why organizations use Social Media
In this blog post I will be explaining how two companies, Kosir's Rapid Rafting and Toys "R" Us , use Facebook and Twitter to benefit the company. I will address the questions why and how they are using them, as well as who is their audience. I will also take a look at how they manage their relationships and if they seem to have any strategies in place.
Kosir's Rapid Rafting is located about an hour north of Green Bay, and their business is white water rafting on the Menomonee River as well as the Peshtigo River. They are a pretty small company with about twenty four employee's during the summer season, however, they are very active on Facebook. They realize many of their clients travel hours to get to them, in most cases, and want information before they make the trip. Kosir's regularly posts whether they have spots open for rafting, temperature of the water, current water levels, as well as forecasting water levels. If they get a lot of rain they can sometimes forecast if a weekend is going to have high water or not. High water means the rapids are bigger and for most that's when you want be their. Their audience is usually aimed at returning customers, there isn't a lot of information on safety or how to raft that a new comer might be interested in. They handle all that before you go out on the river. This last summer they had an employee endure a terrible car accident that broke three vertebrae in his back. They are now posting updates on his condition and using Facebook to help raise money for him. They continually reply to questions and statements left by others to help manage their relationships. They also aim their Facebook page to photography. They post a TON of pictures throughout the year of the rafters going down river as well as pictures of the beautiful landscapes the woods and the river have to offer.
Toys R Us is a very different company from Kosir's and they use Facebook in a very different way. Their page is filled with coupons and ways to enter toy give a ways. The ultimate goal of using Facebook is still the same, getting people in their store spending money. Toys R Us is just giving discounts to get parents in the store. Their audience is clearly parents of young children, most of their toys they promote are manly ten and under. They never seem to respond to anyone's comments, and don't seem to use Facebook to manage any type of relationships. On Twitter its more of the same. More ways to see promotions, get gift cards, toy giveaways, and come see new toys just recently arriving at the store.
In the end companies use these social media tools for the same reason. They want to generate business for their company. Whether its offering discounts or just saying how awesome things are, both get some people to come and spend money.
