10.5: Spotlight Products - Business LibreTexts Skip to main content Tue, 30 Jun 2020 22:07:15 GMT 10.5: Spotlight Products 46265 46265 { } Anonymous Anonymous User 2 false false [ "article:topic", "showtoc:no", "program:lumen" ] [ "article:topic", "showtoc:no", "program:lumen" ] https://biz.libretexts.org/@app/auth/3/login?returnto=https%3A%2F%2Fbiz.libretexts.org%2FCourses%2FLumen_Learning%2FBook%253A_Business_Communication_Skills_for_Managers_(Lumen)%2F10%253A_Social_Media%2F10.05%253A_Spotlight_Products Search site Search Search Go back to previous article Username Password Sign in Sign in Sign in Forgot password Expand/collapse global hierarchy Home Campus Bookshelves Lumen Learning Book: Business Communication Skills for Managers (Lumen) 10: Social Media 10.5: Spotlight Products Expand/collapse global location 10.5: Spotlight Products Last updated Save as PDF Page ID 46265 \( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \) \( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)\(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\) \(\newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\) \( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\) \( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\) \( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\) \( \newcommand{\Span}{\mathrm{span}}\)\(\newcommand{\AA}{\unicode[.8,0]{x212B}}\) Learning Outcomes Netflix Kohl’s Practice Question Learning Outcomes Use social media to spotlight products Many of the themes covered in the recent pages are similar: we work to use real, compelling, and authentic narratives to promote interest in our organization or a given product or service, or to increase interaction with and between customers. The key questions to consider: Is the message or post authentic? How easy have they made it to interact? Netflix In Figure 1, Netflix leverages their data analytics for viewership to make a tongue-in-cheek exchange: To the 53 people who've watched A Christmas Prince every day for the past 18 days: Who hurt you? — Netflix (@netflix) December 11, 2017 Note that this single tweet was liked over 450k times, and retweeted/shared over 115k times! This Tempesta Media blog post discusses using humor to drive social media interest. Humor is an effective way to reveal the “story” of your brand, or in other words, the human side of your business. Netflix also takes advantage of multimedia in this tweet spotlighting their new Facebook service, Recomoji, which sends users recommendations based on the emjois you send. We took “What Are You In The Mood To Watch?” a little too seriously. Try it now: https://t.co/PFvjwfRl0Wpic.twitter.com/upBY46TEI9 — Netflix (@netflix) July 17, 2018 Kohl’s Another good example is Kohls’ Instagram feed. In their feed, they highlight outfits of the day (using the #ootd hashtag to up their visibility by non-followers). Not only do they put together a cute look using items that can be found in their stores, but they also use these posts to highlight savings available in stores. View this post on Instagram Oh hi, new favorite #ootd. 👋🏽 Save 15% on it through 7/22 + earn $10 Kohl’s Cash for every $50 spent through 7/22. (Redeem 7/23-29.) A post shared by Kohl's (@kohls) on Jul 19, 2018 at 8:34am PDT Beyond their #ootd posts and other product posts, Kohl’s spotlights customers and looks that their customers have purchased at the store, giving followers someone to relate to. Recall that “the human side” of the business was something recommended in one of our previous pages on authenticity. In years past, advertisers used to argue that a brand should create a fictional “perfect” image. The famous Marlboro Man suggested that those who smoked Marlboro would take on the tough and macho air of the man himself. The compelling story was not necessarily about being authentic but rather about being delivered from (maybe) a dreary life into something exciting and adventurous. But the Marlboro Man is not subtle or real enough for today’s wiser, media-saturated consumers. They want reality but expressed in engaging and fun ways; in short, they want humor. The most effective tweets play on a simple and authentic interaction around core pieces of a company’s brand. Practice Question https://assessments.lumenlearning.co...sessments/8658 CC licensed content, Original Spotlight Products. Authored by: Freedom Learning Group. Provided by: Lumen Learning. License: CC BY: Attribution 10.5: Spotlight Products is shared under a not declared license and was authored, remixed, and/or curated by LibreTexts. Back to top 10.4: Product Launch 10.6: Sales and Events Was this article helpful? Yes No Recommended articles Article type Section or Page OER program or Publisher Lumen Show TOC no Tags This page has no tags. © Copyright 2022 Business LibreTexts Powered by CXone Expert ® The LibreTexts libraries are Powered by NICE CXone Expert and are supported by the Department of Education Open Textbook Pilot Project, the UC Davis Office of the Provost, the UC Davis Library, the California State University Affordable Learning Solutions Program, and Merlot. We also acknowledge previous National Science Foundation support under grant numbers 1246120, 1525057, and 1413739. Legal. Accessibility Statement For more information contact us at info@libretexts.org or check out our status page at https://status.libretexts.org.