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Final Creative Project: Social Media Audit on Groupon

Posted on: July 23, 2011

Groupon

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Social Media Audit for Groupon

 

Company Overview

Groupon is a company that is all online and offers deals of the day gift certificates that can be used at local and national companies in cities closest to where you live. They offer one “group coupon” per day in for the public’s surrounding area. This company began in November 2008, with Chicago being the first city to be offered these great discounts. By April 2010 Groupon was listed in Forbes as worth $1.35 Billion. They have gone outside of the U.S. as well with their business and became an international company. Rather than using advertising, Groupon uses social media like Facebook and Twitter to promote their company. With this company being the fastest growing in web history according to Forbes Magazine, they must be doing it right.

Type And Size Of Community

218,669 likes on Facebook

1,233, 463 monthly active users on facebook

41,648 followers on twitter

Brand and Color Usage on Each Social Profile

The logo is a very basic bold print and is white with a black background or in some cases green. They use the color green throughout their Facebook page and Twitter. The logo is placed in the upper left corner on both social media sites. On Twitter, the graphic image is a man wearing a Groupon logo sweatband. On Facebook, they have a white G with a black border on a green background. These colors are used strategically throughout both Facebook and Twitter, they have just enough green and black used on both to brand the colors to the product. It is appealing to the eye as well. The color green makes people think of money usually, and since the website is about saving money it is a good choice.

Engagement with Customers

The engagement used with customers on both Facebook and Twitter is very interactive. Twitter has more meaningful interactions with their customers, giving specific replies to tweets listed on their page as well as tweeting on their page on a regular basis. Each city also has a specific twitter to your city if you prefer to follow it. It lists the city deals rather than just the national deals of the day. This would be for places like Old Navy. Facebook interacts with their fans as well, listing the deals of the day. They do not interact as often or as much as they do on Twitter.

Strategy Of The Social Profiles

The strategy of Groupon’s social media sites seems to be targeted towards awareness of the brand and to show what they have to offer. All of their efforts on both Twitter and Facebook are to show who they are and what they are offering. They update their local deals on a daily basis which helps keep customers interested in their company.

Frequency Of The Conversations

The frequency of Groupon on Facebook is daily. On Twitter, it is hourly. They seem to interact more with their public through Twitter than Facebook. With how fast Twitter is becoming popular, they probably generate a greater response using this social media tool than they do Facebook. However, they still keep their Facebook account updated, they just do not interact with their public quite as much as Twitter.

Types Of Content Shared

Groupon shares their content through both Facebook and Twitter. They do this through posts or tweets. They also share content by tweeting to others through reply tweets or tweets on their wall. The deals that are given each day are uploaded on both of their social media sites. They also have Twitter accounts for each closest city so you can follow local deals as well. Groupon’s Facebook page has the Groupon app linked so you can add it online, as well as download it on a cell phone.

Tracking And Measurement

Groupon uses Vertica Analytics to analyze their customer base. This company uses real-time analytics platforms to analyze Groupon’s data. They also scale the business’ intelligence capabilities and if their fast growth is meeting the weight created by the company’s growth and success. This company is known for its skill to scale immense amounts of data more rapidly and more reliably than many other analytics platforms. This company fits well with Groupon’s needs and what type of system they require for measurement and tracking the large amounts data they encompass.

In Conclusion

Through this audit process, it can be seen that the use of social media has helped Groupon’s business as well as its lack of advertising. With how much people interact on social media today, this is the best way to brand your company and make it known. With this company being one of the fastest growing online companies, they have done one thing right among many, use social media from the start.

Sources

¨  http://cloudtimes.org/groupon-to-deploy-vertica-analytics-platform-on-amazon-ec2-solution/

¨  http://www.forbes.com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-web-phenom.html

¨  http://www.groupon.com/

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