A Letter to Pizza Hut #ADV420
Dear Pizza Hut Marketer,
My name is Xinrui Feng, a senior undergraduate student at Michigan State University. I love Pizza Hut’s food so much. Not only in USA but also China, I love to order all the time. Since I am taking the course ADV420, I choose to study , research and analyze in detail on your brand. Through a whole seamster of studying and researching on Pizza Hut, I found that your company is doing a great job on all the platform of digital marketing, especially social media marketing. I believe social media marketing is the most basic digital marketing of our age. Beside the traditional marketing strategy, new media strategy can better target desired audience and make them share, like or comment by themselves. Social media can be the best platform for a company to gain awareness and enhance brand image in people’s mind.
By going through all the social media platform, it is easy to see that your company has a complete social media marketing system. Pizza Hut has mainly five different social media account: Facebook, Twitter, LinkedIn, Youtube and Instagram. All the social media platform are verified. I believe it is very important for all the company to verify their social media account because it can make people know that the social media page is believable. I have seen other companies do not have the verified badge but have high engagement, and it was hard for me to follow that page because I do not know that is a real account or not. I have also generated a research on the verified badge and and social media engagement, and I have found a verified social media page can gain more user like to engage with. In this case, your company is doing a good job on that.
Your company did a great job on manage the posts on Facebook and Twitter. Both of these two platform has at least one post per day, and there are always people like to engage with. These two platform have the almost same type of posts about the new campaign, events, deals and products, which can give to the audience the latest update of the whole brand. Although the original video ads on Facebook have been trans into a gif post on Twitter, all the posts can have a hashtag with a hot topic of that day to make people participate the topic and engage. The live chat light on the Facebook page is always green, which can better help people with their problem on the brand and product. Both of these two platform has a detailed profile with a website link, especially Facebook page which can give people a better image of the brand and easily direct people to the website.
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There are also high engagement on Instagram and Youtube page. Although your company do not post as often as Facebook and Twitter, if there are new photo post on Facebook and Twitter there will be new post on Instagram. It’s about two days for one post on Instagram. Your company is following other social media celebrity, which can help your brand gain more audience and sales through further corporation with them. At our age, social media celebrity can have more influence than those celebrity on Television because they are more close to our life. Although there are not too many video posted on Youtube, there are every new campaign video on your company’s Youtube channel. There are also corporate video with other Youtuber with verified badge to gain more consumer.
Your company did a great job on manage the usage of different social media platform. Pizza Hut’s LikedIn is a good example. The pizza Hut LinkedIn page is build totally for business. There are posts about the working experience with your company, the new events or updates of your company’s business and also the blog posts on your company’s website. It is clear see that all of the content on LinkedIn page are build for further cooperation with other company and hire new employee.
All in all, all of your company’s social media platform has its own function and working perfectly for your company. There are still some recommendation on those social media platform for further improvement. Firstly, Pizza Hut should be more responsive for all the message on Facebook platform. I can see some of them have a immediate respond and provide a solution with detail to those audience who has question. However, most of them do not get immediate respond on their questions in the comment area. I saw there are comments mentioned because no one come out to solve the problem they will never order Pizza Hut. It is important to take responsibility to all the serious problem even it is on social media. Secondly, your company should change the targeted age group on social media. There actually are no specific age group that Pizza Hut is targeting. However, on the Facebook, Twitter and Instagram most posts are targeting those young adults who love to gather together sharing their live moment. There should be more posts on the social media page have people with other age group. It can be little kids having birthday party with their friend or the whole family, business people work late at night and order pizza to have fun, an old couple sitting in the yard and having pizza,… The posts should not all focus on the primary target audience, but there should always different posts for different people. So that, your company can gain more social media engagement by calling people’s appeal.
Thank You
Sincerely,
Xinrui Feng
