Volkswagen AG is the biggest German company with a worldwide sales revenue of about $250bn and a vehicle production of more then 9.25 million per year.
The Facebook-Page of Volkswagen (general) has gotten about 1.5 million likes and a very structured design with a lot of information. They post only one time a day to be sure that there followers don’t feel spammed. The Posts are about VW-events, new cars or its just a beautiful or a cool picture. They promote especially the cars for young customers like the UP!, Golf, Scirocco or Polo because this is still the main group using Facebook. They also use the possibility of links to their homepage or other social media accounts and hashtags. Volkswagen has many other Facebook-Pages for special products or special countries for example the VW USA page has nearly 3 million likes. The Posts from every page are different depending on the kind of customers that like it who like it. In the USA , rallies are much more popular than in Germany so there are much more Posts about this topic.
The Twitter-Page is similar but contains more small tweets because there is another way to use this social media also there are a lot of different accounts like on Facebook the same for Youtube, Google+ and Instagram. On Youtube there are mainly presentations of new cars or for example a campaign to promote the e-cars.
The target audience of their social media strategy is clear. They accommodate there appearance to the users of the social media sites so its different from the customer base of the company. The most people using social media are young and the most people who buy new cars are old so this kind of advertisement doesn’t really reach the main customer base of the company but there are so many customers only in the niches the pages that it makes sense to create an own page for every niche.
Every company should create accounts on social media sites. It’s not a lot of work and a very good way to keep possible costumers in the mind of possible customers. It’s a cheap way to inform the people and for example on Facebook it’s very easy for small companies to get new customers because also the friends of persons who are interested in your page or company will see a link to your site so it’s sharing on his own for free.
http://www.statista.com/topics/1574/volkswagen/
https://www.youtube.com/user/myvolkswagen
https://plus.google.com/+vw/posts
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