I selected Victoria's Secret which employs a mixture of online sales as well as brick and mortar retail shops usually in shopping malls. I am a credit card holder, rewards member and really enjoy their product designs and quality. 2. After visiting their website and recounting the information I have of Victoria's Secret, the social media objectives that they should pursue are to reach new customers, since Facebook is such a large platform and trendy products or sales circulate fast, they can use this as an advantage to reach a wider variety of people. Another objective is to collect customer feedback not only about customer experiences with products or customer care, but also what they would like to see next in the upcoming lines. It would enable the VS customers to give the company insight on trending products and styles, and incorporate styles that are not currently being sold. 3. In order to achieve the mentioned social media objectives, VS should include content relating to customers outside of the typical customer, using a variety of ads to appeal to more people in order to reach potential customers who would not typically purchase from them. An example of an ad featuring a new product line that includes coupons or discounts for new members, promoting their company and conversions from new customers. The page could also include content related to ideas or possible products which VS is considering launching, this way they can ask for customer's opinions and alter those decisions based on the feedback. This could be as simple as including a new sports bra with 3 different pattern options, allowing the customers to comment their favorite, and revealing the design when it is launching. An example of a Facebook post relating to understanding current customer needs and preferences is displayed below. 4. The actual content on Victoria's Secret Facebook page does not achieve the objectives I mentioned prior, it is focused on retaining existing customers and appealing only to that type of customer. The sole use of their models portrays an unrealistic image for a lot of women and most of the women who haven't purchased from VS will not find the ads relatable nor want to become a customer. The content relates to their objectives, and not to gaining new diversified customers, it also provides coupons but it doesn't include any CTA's relating to a "new customer" benefit. There is also little content relating to receiving feedback on any of the company elements, although Facebook allows this interaction, it is not a focal point of the page. I think that if they included content that encouraged feedback about styles, fit and tastes they could target a wider variety of women.
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