Social Media Strategy Case Study

C. Wonder Facebook Page

It’s 2013, which means that if you don’t have a Facebook, Twitter and Instagram, you are completely irrelevant. This being said, companies have utilized this social networking as a way to advertise their products and connect with their demographics. C. Wonder, a clothing, accessories and home décor company, is one of these companies that have had success in doing so. Because C. Wonder relates primarily to the young, yet professional women demographic, having “hip and classy” social media is a necessity. Through their Facebook and Twitter, C. Wonder is able to keep their customers up-to-date on new products and sales without becoming “annoying” or “unimportant” on the news feed.

C. Wonder Facebook photo updates

When first looking at C. Wonder’s Facebook, it is evident that their strategy to sell and promote their products is based on communicating to their demographic on a personal level and in a fun “fashionista” way. Their cover photo, along with many other photos, shows customers how to wear C. Wonder items. This is also a way for C. Wonder to make sure that everyone knows how to wear or use their items in a flattering way – making C. Wonder look good in return. With every single status update, C. Wonder also uploads a picture with the status. Having a picture with every update is important, because our minds naturally go to pictures rather than words. As we scroll through our news feeds, we are much more likely to look at something if it has an appealing picture to go along with it. For example, C. Wonder added cute shoes, a pillow and two shirts to one of their updates. This immediately catches the attention of someone who would normally just scroll by it. This update also pertains to another strategy their PR team uses: personal communication. By using words such as, “Just for you!” and “Thanks to YOU!” they effectively promote sales to their customers. This makes customers feel important and relevant to C. Wonder. They also use contests, such as the Sorority House Makeover, to relate to their young yet professional demographic. By personally asking in a status update, “Have you entered the Sorority House Makeover???” along with an appealing photo, C. Wonder is able to relate to their demographic in a fun and effective way. What girl wouldn’t want to win this makeover!

C. Wonder Tweets

C. Wonder’s Twitter is very similar to their Facebook; however, it is unique by incorporating both the strategies used on Facebook and also new strategies that pertain solely to Twitter. Similar strategies are those such as relating to their customers by directly replying and re-tweeting. This, once again, allows customers to feel important. By tweeting every few hours and hash-tagging certain words, C. Wonder is able to stay relevant by appearing all over Twitter. Because Twitter is so face-paced, sending out advertisements all the time would get very annoying to customers – ultimately ending in people un-following C. Wonder. With this being said, C. Wonder uses the strategy of humor and light-heartedness in the majority of their tweets. For example, C. Wonder sends tweets out on a regular basis that have nothing to do with the brand. I believe that this is a very effective way to relate to their demographics without constantly advertising product. In fact, this is camouflaged advertising, because C. Wonder is still able to connect with their customers in a laid back and fun way.

C. Wonder Facebook photo update

Overall, I believe that C. Wonder uses both Facebook and Twitter in an effective manner to advertise and connect with their customers. By using strategies such as personal communication, rewards and sales, and non-advertising relatable updates, C. Wonder is able to successfully promote their brand. Because both of C. Wonder’s social networks are fun and appealing, no one gets annoyed of their updates. Rather, customers can’t wait for the next update. It could be anything: From a cute dog wearing C. Wonder glasses to a 30% off sale – Now that’s what I call fun!