Have you found your magic at Macy’s?
I’ll admit up front that I may be a bit biased when writing this post. I worked at Macy’s for over four years; three years spe
nt in the San Francisco buying office and one year working store line.
At the ripe age of 152, Macy’s is surprisingly on board with the use of Social Media. The company has accounts on Facebook, Twitter and Foursquare. And they are using each account in a different way. I find this interesting since Macy’s is considered a truly traditional business. They play on the company’s heritage. Below is a quick breakdown of how Macy’s is using social media.
Macy’s currently has 616,955 ‘likes’ from Facebook users (617,275 by the time I was finished writing this post). From the looks of it, the account is used mostly for announcements. They offer postings of “Daily Fashion Challenges” and video trend reports. Macy’s has created an interactive site for its customers complete with incentives to participate by offering $100 gift cards. I think they are successfully using Facebook to target their key customer: working women in their 30’s with families.
Macy's Inc Facebook account
After looking at the Twitter account that Macy’s operates it’s clear that the company is using this form of social media as a monitoring tool. There are few event or promotion announcements. Most of the tweets are responses to other users’ mentions. Generic tweets at that. Popular tweet topics include how to get a job, sensors left on clothing items and great deals found while shopping.
One example of a typical tweet mentioning Macy’s:
Tianajimeno: Thank you b*%@# at Macy’s for not removing the security tag on my jeans. I didn’t want to wear them or anything, it’s fine. #shopkohls
This was tweeted on October 27, 2010. Macy’s responded with a tweet back on October 29, 2010, that read, “We are sorry for the inconvenience! Please stop by your local Macy’s and a store assoc. will be happy to remove the tag.”
Monitoring a company’s image is important. But it’s also important not to come across as sterile or disconnected from your customers. The generic responses that Macy’s tweets feel like a robot is typing. I think Macy’s needs to re-evaluate how they are using Twitter, and begin to work more event and promotion oriented material into their tweets.
Macy's Inc Twitter account
FOURSQUARE
I’ll admit a part of me was shocked that Macy’s participates in Foursquare. However, users can only check into the Herald Square location and the corporate buying offices on 7th Avenue. This seems a bit limited for a company Macy’s size. I know it’s unrealistic for Macy’s to offer a check-in to every store location – that’s over 800 stores nationwide.
Instead, I think they should focus on the company’s key flagship stores. This would allow customers nationwide to feel connected with the company and participate without having to travel to New York. Macy’s could even create a special badge for those who check into all of the flagship stores.
I would also like to see Macy’s use Foursquare to market the company’s special events (like the San Francisco flower show), limited time promotions (Thanks For Sharing), and in-store events (guest appearances/product launches).
Overall, I’m happy to see Macy’s taking the plunge into social media. But I do feel there is plenty of room for improvement. They seem to be on the right track with Facebook, and I would love to see them transform their Foursquare account into a true interactive experience as well. Possible rewards for employees checking in at the corporate offices? Gift cards for monthly mayor badge winners? Encouraging the consumer to engage and participate will be a win for both parties involved – the customer wins a gift card and the company generates sales.
Thoughts & Feedback 