Subway Social Media Strategy

For this discussion I focused on the company Subway. I looked at Subway’s website, facebook account, twitter account, and instagram account. When first opening their website they immediately appeal to a customer’s pathos by showing a pop-up message of the business being open for delivery and takeout due to the COVID-19 virus. In the facebook page it appeals to a customer’s ethos and pathos by informing the customer about how many meals the company has been able to donate during the COVID-19 crisis. Subway’s twitter does a combination of what is immediately seen in its website and facebook, promoting to its customer Subway’s goal to help while still providing service to its customers. Through its instagram it provides the customer with a chance to interact with others as well as learn about Subway’s new subs and its new achievements. For the brand platforms such as Facebook or Instagram, where it can engage with customers, can be very helpful in understanding what customers want and what their opinions are on the organizational changes, through the use of a digital media and contests or polls (Freeman, 2014).

Similarly to your experience, Subway, the brand I looked at, had strategically used delicious images on its Instagram page. What stuck out to me, when comparing the different social media platforms, had been the use of eye-catching images on Instagram opposed to informative or even statistical images in the other platforms such as Facebook and Twitter. I realized that in order for a brand to successfully use a social media platform it must share content catered to the user of such a brand. Although images are used in both Facebook and Instagram, Facebook users are accustomed to seeing lots of text along with images whereas Instagram users see more eye-catching images and very little text. What do you think the users of each platform can tell a brand based on where most of its clients reach it from? What do you think a consumer can learn based on the platform he or she uses the most?

 

References

Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T., & King, L. (2014). Digital Junk: Food and Beverage Marketing on Facebook. American Journal of Public Health, 104(12), e56–e64.