I admire the way Kohl’s uses social media as part of their marketing mix. They have a very active Facebook page with almost 2.3 million followers. And, to their credit, they actually respond to posts on a timely basis.
If you visit their stores you will see the Facebook logo on the screen savers for their customer service computers and cash registers.
Currently, they are running a Kohl’s Cares campaign that will award $500,000 to 20 schools. You can nominate your school through Kohl’s Facebook page.
What I really admire is that they are not only promoting this public service contest through their other media marketing platforms – they are specifically directing people to the Facebook page.
Check out the ad:
This is a great way to grow their connections. Connections that will be a part of the Kohl’s social media atmosphere long after the buzz for this promotion fades away.
Kohl’s is showing themselves to be a leader in not only the effective use of social media but in how to grow participation on that platform.
Social media is viral and organic. But all cultures need a push in order to grow.
Look at the formula they are using. An engaging promotion aimed at a growing need (school funding) + an external marketing campaign alerting people to the promotion + an easy way to participate in the promotion (Facebook) = enhanced brand recognition, interaction and status. Smart stuff.
Do you think the 2.3 million Facebook ‘likers’ are potential Kohl’s customers?
Social Media Specialist