Social Media Monitoring Part 2: Too Faced Cosmetics

Based on my analysis in Part 1, we have got to know the fact that Too Faced Cosmetics did not participate in groundswell very well. After 3 weeks, does it have any improvements? Let's take a look.

Facebook:

The numbers are increasing. However, as for new page likes and total page likes, the percentage increase is much less than it was in Part 1.

When we look at the comments area under posts, the situation gets even worse than it was in Part 1. Every post has a high percentage of comments to complain about customer service. 

Twitter:

They still use twitter to promote products and reply their customers. But they only posted 15 twitters in 3 weeks, which is not an effective performance for social media.

Youtube:

They posted 8 tutorial videos in 3 weeks. But the number of views are not very high as it used to be, maybe because some of the videos were just posted a week ago. Also, some comments under the videos are complaining about the customer service. 

Instagram:

We can see their improvements in communication with customers, like creating some topics to ask for the groundswell to participate. Also, they are more likely to post pictures which cooperate with beauty bloggers. But we can also see some customers complaining about their customer services. 

Google Trends:

Interest over time:

US:

Worldwide:

The trend did not change much during last few weeks. 

Social Mention:

                                                                   3.15 Wednesday

                                                                    3.19 Sunday

                                                                     3.21 Tuesday

The data is pretty similar with the one in part 1.

SWOT Analysis:

S-Strengths Quality products Long time built reputation Packaging is unique and funny Except for its online shop, the products are also sold in other platforms like Sephora and Ulta.	W-Weakness Poor online customer service Poor participation in social media Similar kinds of products which are   offered at low prices or has higher reputations
O-Opportunities Extend the market by advertising on TV  Increase target customer Ability to stand out within other competitors	T-Threatens Highly competitive market Competition with other brands which  has good customer services

Goals and Suggestions:

Based on the analysis, we can get the conclusion that the participation of Too Faced Cosmetics in groundswell is not active enough, they can not respond to their customers timely when communication is needed.

So the goals for Too Faced Cosmetics should be:

• Talking: There are so many complaints about their customer services but clients do not get enough response. Too Faced Cosmetics should aware of the fact that effective communication is strongly required. So firstly they should build a brand new image for the public, shows that they are responsible and caring. 

• Energizing: Even though Too Faced Cosmetics have done some cooperations with beauty bloggers, they can do more than that. For instance, they can hold events, both online and offline.

• Embracing:  If the above suggestions have worked, Too Faced Cosmetics can raise the level. With the popularity and attention they earned, they can use groundswell to make decisions for their products. 

Twitter VS Weibo: Different Paths, Common Points.

With the thriving of groundswell and the popularity of social media, Twitter earned much success in this competition. In China, Weibo has been introduced to Internet users since 2010. Weibo originally adopt the pattern of twitter: every post is limited to 140 characters; easy registration process; allows anyone to follow anyone else. Weibo earns much popularity in China, the Internet slang words people use in Weibo also become hot issues. With its unique and attractive style, Weibo gets more attention than other social medias. It is no doubt that Weibo has become the most commonly used social media in China. By the end of 2010, there were over 2 hundred million Weibo posts in total.

Seven years have passed, the latest data shows that the revenue of Weibo in 2016 is more than 10 hundred million, which is an important milestone for Chinese social media. However, the profit is basically from commercials and sales revenue, which means lots of functions have been changed and the autonomy of users may be sacrificed in some way.

The most important thing is the classic function of Weibo has changed, each post can be over 140 characters now. Also, with the purchasing of membership, your posts can be shown in other's home page even though they do not follow you. Moreover, the trends can be bought in Weibo, so it is usually utilized as a marketing strategy for movies or TV shows.

With its changing functions, Weibo seems to lose its original features and become more commercialized. Lots of users complained that Weibo was a place for them to communicate with friends and get to know what was happening around the world. But with the developed function that users can limit the people who can comment on their posts, this function reduces the efficiency of communication. However, it is interesting that even though with so much complaint, the users in Weibo keeps increasing and the total users in Weibo have reached 313 million in 2016. How could it be?

One of the reasons is that business marketing has shifted to be more mobilized and socialized, Weibo utilized this trend and earned much benefit from it. Since it also reach well balance without losing supports, we can refer from that users would like to sacrifice a little as long as their needs for social media can be satisfied: owning the power to influence people and also can be surrounded by many influenced people. That is why even though Twitter and Weibo choose different paths, their users never left.