Jcpenney Social Media Analysis

The popular department store that sells a wide selection of items from clothes to furniture has effectively used social media to market their brand to customers online. JCPenney’s uses a variety of different social medias to market to the world. The company uses twitter and facebook to promote advertisements and online deals to its customers that use the sites. Another key aspect that the company effectively uses the two sites for is seasonal advertising. JCPenney has 454 thousand followers on twitter and just over 5 million likes on facebook. In comparison, Macy’s has 924 thousand followers, which is a lot more than JCPenney. On facebook, Macy’s has over 14 million likes. We can conclude from that, that JCPenney has a disadvantage online on …show more content…
According to Professor Tully, this is when a company responds to the data and piggyback on contemporary buzz (Tully). JCPenney has used this genius tactic during many sporting events through the years. Their strategy is very bold and daring, they tweet and post using garbled language as if they were impaired. This generated a lot of positive and negative feedback because people wondered if the account handler was actually intoxicated. Because it was during a big sporting event, many people would be using social media. However it would later be revealed that they were using gloves to post the tweets (Poggi). This was a very good tactic because, like many people say, there is no such thing as bad publicity. However, this strategy may be more detrimental in the future. It is very risky to try something as bold as that and have it work everytime. They may never know when they will cross the line with a certain people and lose a lot of business. An example of this happening with JCPenney is when a group of people boycotted a gay father’s day ad (Zimmerman). This post obviously crossed the line with many people and caused pretty serious backlash. However, JCPenney responded very well to it and didn’t get affected in a terrible way because of it. JCPenney does an extremely good job of responding to real time events to help market their …show more content…
It may not have the followers and likes of its competition, but the responses to both the negative and positive feedback are something it does well. It helps the brand a lot to respond like that and it is something they are very good at. An area of concern for JCPenney, albeit a very small area of concern, is their real time marketing strategy. They have a tendency to push some buttons, and if they aren’t careful they could go too far. All in all, JCPenney does an incredible job of marketing its brand on social media to its