An Assignment Submitted by
Executive Summary
All companies today have to maintain active social media presence in order to target their consumers, retain the loyal clients, and attract new buyers. Home Depot and Lowe’s were selected for the analysis of their social media presence by dissecting their pages on Facebook and Twitter. It was decided to analyze their last several posts and focus on some of them more specifically. As the analysis showed, both companies make posts quite often preferring to use visual support by inserting pictures, videos, and coubs. Lowe’s tend to be more versatile and creative in their posts by utilizing diverse content and tools to convey them. The tone of the messages are engaging and motivating, as the purpose is to address the clients who plan to renovate their homes or to involve into fixing the things in the house or gardening. The target audience of both companies is the representatives of the middle and working class, older than 20-25, and those who prefer to actively engage into the renovating activities.
Analysis
The Home Depot and Lowe’s are operating in the same market of home improvements and construction goods by proposing their clients services across the U.S. and abroad. It was decided to analyze the companies’ recent posts in Facebook and Twitter. The social media statistics show that Lowe’s is more popular in Facebook among their customers than the Home Depot, while the second has more followers in Twitter. Specifically, in Twitter, Home Depot has 327 thousand of followers, while Lowe’s has attracted 230 thousand of readers. However, in Facebook, Lowe’s has gathered almost 3.5 million likes, while Home Depot has 2.3 million likes. It has to be noted that Lowe’s maintains more active position in the social media. The company made 64 thousand posts comparing to 19.7 thousand created by Home Depot. Both organizations have created pages in Facebook in 2009, while Home Depot registered its page in Twitter earlier in 2008.
The nature of the posts made by the companies is also different. While both ventures are working in one segment, Lowe’s tends to use video-posts in Facebook more often than pictures or text. Overall, both companies prefer to use visual aid for their posts by adding hashtags or several lines of text to the picture or video. It has to be noted that in some instances, the posts in Facebook and Twitter match in the case of both firms. Also, the layout pictures used for the pages in both websites match with each other. In Facebook, both companies tend to create the original posts, while in Twitter Lowe’s uses re-posts of their partners, clients, and related content, which makes the posts more versatile. Home Depot applies the method of re-posts very rarely making their Twitter page quite even.
The tone of messages used by both companies is similar in some instances, as they both use the social media platforms to advertize their products. At the same time, some of the posts are different in both Twitter and Facebook. Lowe’s uses videos and pictures to create posts in Facebook and Twitter. In the last several posts on both pages, the company used hashtag #curbappeal which was accompanied by the pictures of ideas that may create a curb appeal for the house. The tone of the text is engaging, as the posts are encouraging the potential clients to try new ideas by using Lowe’s products. In this case, the messages are accompanied by the link transferring those who are clicking them to the Lowe’s website that contains tips and instructions of how to use a product. For instance, one of the posts contained the following image:
Picture 1: Lowe’s Twitter
The message under the Picture 1 contains a slogan, “Set CONTAIN-able goals this spring!” (Lowe’s Twitter, 2016). The company uses the assonance in the word “contain-able” when describing the post in order to make the message more entertaining and emphasize its product, which in this case is a flower pot. According to Leigh (1994), the figures of speech are used very often in the advertisements, where assonance is one of the most popular methods utilized in the ads, which makes the phrases catchy and well-remembered. Overall, the last several posts in Twitter, the company dedicated to gardening, which determines the nature of the posts. Several other similar posts in Twitter, contain the words written in big letters in order to put stress on their importance, such as “BLOOM” and “MOM” (Lowe’s Twitter, 2016). The company uses the same method of assonance in another post dedicated to the Mother’s Day, which encourages the clients to “create a MOM-entous gift” (Lowe’s Twitter, 2016). Quite often throughout the posts, Lowe’s uses the hashtag #DYI that appeals to the work around the house that the clients might accomplish with the company’s products. Usually, the firm posts colorful and appealing images of attractive inner or outer design of a house.
The last posts in Twitter made by the Home Depot are quite similar. The company has chosen the grill as the main product they advertise in Facebook and Twitter. In the result, several posts in Twitter the company dedicated to the recipes that the clients may try using the grill. The other several posts concerned their intention to advertize the furniture used outside the house, where the company provides the information about the product, an external link, and a possible discount to the client. So as in case of Lowe’s, Home Depot uses an engaging tome of the message. For instance, one of the posts in the Picture 2contains the following image of the patio furniture with the accompanied text, “makeover your patio or balcony and get up to 50% off select patio sets through 5/8” (Home Depot Twitter, 2016):
Picture 2: Home Depot Twitter
The majority of the messages contain the encouragement to do something, like cooking a dish, buying the furniture, or help a charity the company helps. Home Depot does not use the figures of speech; their messages are quite simple and straightforward, as almost all of them advice the potential customers to engage into action. Liu-Thompkins (2009) and Chaysin (2011) emphasized that it is crucial for the online ads to include engaging and motivating messages by including prompts. According to the researcher, this method helps the company to involve the consumers into the conversation and encourage them to buy the products (Liu-Thompkins, 2009). Both companies use the same strategy by encouraging the clients and providing them with the attractive image of the possible utilization of their goods. All pictures are aesthetically appealing and the tone of the text used by Home Depot is quite descriptive. The company uses hashtags quite rarely, usually implementing them for the posts that directly relate to the main idea of the posts, such as #patio – used for the patio furniture ads; #mom – applied for Mother’s Day posts; #grilling – implemented for the recipes and grill ads (Home Depot Twitter, 2016). Overall, the company uses its Twitter account as the platform for proposing the potential clients the discount for their products.
Facebook posts in both companies are dedicated to the same topics covered by their Twitter pages. Yet there are some differences. Lowe’s tends to insert its original video messages that advertize the products, the tips of how to use them, and how to apply the goods into the design of the house. Lowe’s contains to use hashtags, yet the company does it rarer than in Twitter. Several original posts with the hashtag #LowesFixInSix contain coubs, which stands for the original short, usually several seconds, videos that translate a message (Lowe’s Facebook, 2016). Coubs can be compared to gif images, as they have a similar layout. The campaign “Fix in Six” aims to translate a message, usually embodied in the funny animation, that helps the users to fix something. For instance, in one of the coubs, Lowe’s advices how to fix the cable. Overall, Lowe’s tries to maintain a fun element into the tone of the message provided to the client. According to Aitchison (2008), the element of fun is usually used in ads to appeal to the human’s inner immaturity and provide a positive experience that are implied by utilizing play of words, cartoons, and puns.
Home Depot uses the posts to educate and help their customers in fixing their house or furniture by simply inserting the descriptive pictures and using simple messages. Overall, the company dedicated a lot of its posts to advice their potential clients how to renovate their old furniture. For example, the following image is accompanied by the message “join us for our DIY Workshop on 3/26 at 10am to learn how to make this decorative wooden doormat” (Home Depot Facebook, 2016):
Picture 3: Home Depot Facebook
The Picture 3 contains simple tips how to create a wooden doormat as well as the encouragement to the readers to check out their video channel. The company does not use the hashtags in their Facebook page and almost all messages contain simple and descriptive instructions or advices. Home Depot does not utilize any sophisticated methods of advertisement and appealing to consumers comparing to Lowe’s. Rarely, Home Depot posts real-time stories provided by their consumers that contain home renovation ideas.
The messages inserted by both companies are similar in content, yet different in methods of implementing. While Home Depot and Lowe’s try to engage their followers by encouraging them to use the products, Lowe’s tends to be more sophisticated and meticulous in addressing the clients. By creating interesting videos and coubs, the company uses the method of viral marketing, where it is essential to elevate the brand awareness. Halligan & Shah (2010) emphasized that the use of videos in the viral marketing helps the company to engage the viewers into the action and create a stable image of the product comparing to the utilization of simple picture or a text message. Lowe’s tries to convey its messages by using different methods, which makes their pages more versatile and interesting to follow. As the company’s Facebook page is more diverse than the Twitter account, Lowe’s has more followers than Home Depot. The layout of the Facebook page in Lowe’s is more appealing and neutral than the one of Home Depot, which shows a grill the company is trying to sell through Twitter.
As it was noticed earlier, the messages implemented by Home Depot are quite one-dimensional, as they contain instructions or the description of the product. The firm’s Twitter and Facebook pages are similar; while the same pages of Lowe’s differ in terms of tools of conveying the message and the character of posts. On their Facebook page, Lowe’s implements several instruments of inserting the message, including pictures, videos, coups, re-posts, and texts. A lot of their posts have an element of fun in it, as the company uses play of words and the figures of speech. Also, the cartoons are used to create a fun message in order to engage and entertain the clients.
The purpose of the companies is to attract the customers by timely and relevant posts. For instance, Lowe’s began to present gardening tips in the beginning of spring, which is the time when people are engaging into this activity. Home Depot started its campaign called #grilling also at the same time to match the clients’ intentions to spend time outdoors. Campbell & Wright (2008) emphasized that relevance of the advertising messages is particularly important if the company is seeking to attract new buyers and retain the loyal customers. The main evidence supporting this statement is the quantity of “clicks” and the popularity of certain products, which according to the survey were significantly proportionate (Campbell & Wright, 2008). Therefore, the companies try to make seasonally-relevant posts, which is essential for the firms operating in the home improvement sector. According to the tone of the messages, the purpose of the posts is to motivate the followers to make a purchase, use the fixing tips, try new dishes, and create an appealing perception of the companies’ products and services. Lowe’s is more sophisticated in this case by presenting consumer-friendly posts that aim to entertain the clients as well as provide them with the important tips and advices.
The target audience of both companies is the same. Home Depot and Lowe’s address people who plan to renovate their home, engage into gardening, or repair their furniture. However, as the character of the posts is different at some point, it is possible to claim that Lowe’s targets women more than men. Lowe’s uses the ideas of DIY by introducing the already completed product, the company inserts the images in pastel and calm colors, and posts the messages that usually appeal to female consumers. Home Depot puts emphasis on the renovation rather than interior and exterior design by inserting the instruction of how to create or fix things around the house. The company uses the visuals, yet it is not the strongest point in their social media presence. Home Depot focuses its attention on the content rather than method of its application comparing to Lowe’s that tends to be more creative in conveying its messages.
Also, the age of the target audience is more than 20-25, as both companies target people with a stable socio-economic status. While the ideas conveyed by both ventures are not in all cases expensive, yet still their customers must have certain capital to make a purchase. In addition, the target consumers have to own a house, as the vast majority of posts relate to the home renovation and tools. Therefore, the potential customers have economically stable status. Simultaneously, both companies do not propose luxurious products, as for example Home Depot presents the ideas of how to fix old furniture, which reveals that both firms apply to middle- and working-class adults and families. It is clear that Home Depot and Lowe’s appeals to the active consumers who like to engage into the repairing or renovating activities.
Conclusion
Both companies are quite active on their Twitter and Facebook pages by posting daily messages, videos, and pictures. Home Depot and Lowe’s use visual tools in the vast majority of their posts by accompanying them with the engaging and encouraging texts. Lowe’s owns more versatile and creative Facebook and Twitter accounts, which contains coubs, videos, and pictures which usually accompanied with the fun and entertaining content. Home Depot’s posts are more straightforward and descriptive, where the company does not try to surprise and entertain but rather to provide full information about the products and the last propositions. The purpose of the messages is to make the posts relevant and engaging in order to motivate the clients to buy their goods. The target audience of both companies is overall the same, which includes people who plan to renovate their house, create interior or exterior design, are building their house, and engage into gardening. Yet, it was discovered that Lowe’s tries to target women more than men comparing to Home Depot that concentrates the followers’ attention on repairing techniques. Overall, both ventures maintain active social media presence that engage into action and demonstrate their products quite effectively.
References
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Campbell, D. A. & Wright, R. T. (2008). Shut Up I Don’t Care: Understanding the Role of Relevance and Interactivity on Customer Attitudes toward Repetitive Online Advertizing. Journal of Electronic Commerce Research, 9(1), 62-76.
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Halligan, B. & Sharmesh, S. (2010). Inbound Marketing. Hoboken, NJ: Wiley & Sons.
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Leigh, J. H. (1994). The Use of Figures of Speech in Print Ad Headlines. Journal of Advertizing, 23(2), 17-33.
Liu-Thompkins, Y. (2008). Engaging Consumers in Online Advertising: The Central Role of Perceived Value. Journal of Customer Behavior, 6(3), 283-299.
Lowe’s Facebook. (2016). Timeline. Retrieved from: https://www.facebook.com/lowes/?fref=nf
Lowe’s Twitter. (2016). Tweets. Retrieved from: https://twitter.com/lowes
