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.