Tuesday, July 16, 2013

How Pepsi uses Facebook, Twitter, Pinterest and Google+

 here is a quick overview of how Pepsi use Facebook, Twitter, Pinterest and Google+...

Facebook

Pepsi’s Facebook page is a bit of a conundrum. It has some 17 million fans yet it hasn’t been updated since way back in July 2012.
In fact one of the most recent updates is a video of Fernando Torres when he had long blonde hair, which shows just how dated it really is.
On the face of it the page appears to be official as prior to going silent it posted almost daily updates promoting Pepsi’s ad campaigns and brand ambassadors.
The updates achieved almost zero interaction though, with very few achieving more than 50 comments and ‘likes’, which is also odd as although they’re extremely brand focused they aren’t much worse than a great deal of other corporate Facebook updates.
Twitter
Pepsi is another brand with a confusingly broad range of Twitter feeds. There’s PepsiCo, Pepsi Max, Pepsi Max Crew, PepsiCo Deals, PepsiCo Jobs, Pepsi Next, as well as feeds for many of the countries in which the drink is sold.
As you’d expect most of the feeds have very few followers, however the main Pepsi account has managed to attract a following of 1.6 million people, some 600,000 more than Coca-Cola.
The social team tweets several times per day with the general focus being on the brand’s association with BeyoncĂ© and its current ‘Live for Now’ campaign.
The idea is to promote Pepsi as an exciting, youthful brand that people associate with having a good time, so its feed is littered with hashtags such as #LiveForNow, #IconicSummer, #PoolParty and #duh.
Pinterest
One of the reasons for this could be that the boards are all slightly random. Many of the older boards tie into NEXT’s ‘Unbelievable’ campaign, so there are collections named ‘Unbelievable events’, ‘Unbelievable Places’ and ‘Unbelievable Party Parapernalia’. But then in among those there are other boards named ‘Homemade Holiday’ and ‘Sampling Events.’ 
The images themselves are quite interesting, but the social team has included too much text on the pins in my opinion. Also, the unbelievable lists are all taken from Buzzfeed advertorials.
The more recent boards are even worse and just include images and videos from Pepsi adverts that all link back to the product’s official website. Another one is called ‘Pepsi NEXT’ and just includes nine different product images.
Google+
Pepsi is another brand that puts very little effort into its G+ page and generally posts just one or two updates per month. Even so, it has managed to attract just over 700,000 followers.
The posts tend to be images or videos of Beyoncé or other musicians, and rarely achieve more than a few hundred interactions.
Pepsi’s apparent indifference to G+ is by no means unusual and I’ve previously highlighted 10 major brands with dreadful Google+ pages. As far as I can tell, Pepsi’s other brands haven’t bothered with G+ at all.
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