This document analyzes Amazon's social media strategy and presence. It finds that Amazon has a strong social media presence, connecting with customers through frequent posts on sites like Facebook and Instagram. However, it could improve by having more localized content and a more consistent voice across channels. Opportunities exist in creating higher quality images for Facebook and using Instagram links to drive sales. Threats include the rise of local competitors and negative customer impressions from poor service issues.

1. SWOT Social Media
Analysis
MAR4233 – Social Media
Marketing
Geysel P. Carcamo
Andrea Garcia Morales
Zhanna Hofstatter
Wendy Reyes

2. BACKGROUND/COMPANY CULTURE
• Amazon was founded in 1995 by Jeff
Bezos and is based out of Seattle,
Washington.
• One of the largest e-commerce
websites in the world. The
company is widely known for its wide
selection of books, although the site
has expanded to offer furniture,
apparel, music, and electronics.
• Similar to eBay, users can also
purchase and sell items using
Amazon’s online marketplace
systems.
• Amazon bills itself as the world’s
most customer-centric company.
Customer satisfaction seems to be at
the core of everything the company
does.
• Bezos, the CEO, is known for being
relentless in making sure customer
satisfaction is always kept as a
priority and everyone in the company
seems to live by this one principle. .

3. STRENGTHS

4. STRENGTHS
• Amazon’s strong presence in social
media sites1
• Amazon connects with its customer on its social
media sites with frequent post
o Post once, or more, a day
o Promotional products and behind the scenes looks
o Generates content that is useful to consumers2

5. STRENGTHS
• Amazon has innovative ideas that keep audience
engaged such as using Snapchat to provide
promotional deals2
• Connects with all age groups by successfully using

6. STRENGTHS
• It, itself, is a social media platform (of sorts):
o Customer Reviews: Amazon was a pioneer for online
shopping as it was one of the first platforms that
allowed the interaction of customers. It retains its
influence today as a “real-time recommendation
engine”

7. WEAKNESS

8. • Over Promotion
o Facebook posts are purely promotional with links to
products. Amazon never offers information, articles,
funny pieces, contests or asks seemingly random
questions to spark a conversation.
WEAKNESS

9. • Too broad (no local focus)
o Amazon uses the same marketing strategy for every
region in the country that may not be very efficient
because it overlooks regional and cultural differences
that affect consumer behavior.
• A lack of consistent 'voice' between different social media
channels.
o Examples:
• Facebook account is overly promotional
• LinkedIn is more conservative
• Twitter account is fun and interactive.
WEAKNESS

10. • Impersonal:
o Some consumers may sometimes get the impression
that posts are being generated by a machine rather
than a person. The social media department
sometimes feels out of touch. For instance, some
complaints go unaddressed or addressed poorly.
WEAKNESS
NO REPLY AT ALL

11. OPPORTUNITI
ES

12. • Content – Facebook
o Facebook is lacking high quality images and videos.
They should invest in equipment or have customers
create high quality, and more organic, content by
holding “Show us how you use our product.” This would
also be a great way to create brand loyalty.
OPPORTUNITIES

13. • Content – Instagram
o With the recent Instagram updates allows users to
view post online, Amazon can take advantage and
add links to their post to purchase their products.
There is a boom in companies like LiketoKnow.it,
where products featured to Instagram are emailed
directly to the consumer for purchase.
OPPORTUNITIES

14. • Content – Pinterest
o The Pinterest market is more lifestyle driven, thus
Amazon would benefit greatly by not just posting their
products, but by posting how their products can be
used. This can be done by sponsoring social influencers
or bloggers to create post with Amazon products.
OPPORTUNITIES
Mostly
Products…
No “how to”
images…

15. THREATS

16. • Local Online Retailers:
o Local low-cost online retailers may surpass Amazon on
shipping quickly and less expense. Regional retailers
have greater product selections and better knowledge
about the home market.
THREATS

17. • Low Consumer Interest:
o Low customer interest in social media post. The
competitor (Etsy) is going after the same e-commerce
consumer audience that Amazon is. Customers decide
which companies capture their interests most on social
media. People can’t be forced to follow, and they won’t
comment or “like” information if it’s not appealing
enough.
THREATS
2285
likes
1,028
likes

18. • Negative Impressions:
o The impression of industry incompetence. The more
business Amazon conducts, the more negative
followers will bombard social media with their negative
experience. When it comes to social media, there is no
barrier for accessing a social media account and very
few obstacles to stop customers from publishing what
comes to mind.
THREATS

19. SOCIAL MEDIA SITES
Facebook
Likes: 26,239,745
Twitter
Followers: 2.1 Million
Tweets: 15.2k
Pinterest
Followers: 19.6k
Pins: 3.9 k

20. SOCIAL MEDIA SITES
Instagram
Followers: 228k
Post: 613
Youtube
Subscribers: 61,834
Views: 114,023,541
LinkedIn
Followers: 1,365,536
Employees on LinkedIn:
88,935

21. Purpose:
SOCIAL MEDIA STRATEGY ANALYSIS
Amazon’s strategy on Social Media is to increase brand
awareness and profit/sales. By creating a powerful post or
image they sell a relatable, approachable, likeable brand,
which in turn creates brand loyalty.Objectives:
• Brand identity: Social media is means through which
Amazon can build and maintain a positive brand
association
• Build brand awareness: Amazon is able to discover and
connect with new customers, partners, suppliers etc.
because of the exposure offered by social media
• Build a strong costumer base: Amazon builds ties with
existing and potential customers by maintaining a

22. Tools:
SOCIAL MEDIA STRATEGY ANALYSIS
Target: Ages
45-54
Facebook and
Instagram offer a
valuable
opportunity to
interact with
consumers and
learn about their
likes and dislikes
as well as other
Target:
Ages18-35
Instagram and
Snapchat offer a
great opportunity
to target
millennials,
Ages18-35
consumer, and
create one-on-one
customer
Target: Ages
35-54
LinkedIn is a good
tool for recruitment
and public
relations because
its user base are
the most educated
of all social media
tools.

23. References:
(n.d.). Retrieved from Forbes: www.forbes.com/sites/georgeandres/2012/04/04/bezos-tips/
Amazon Profile . (n.d.). Retrieved from Facebook : https://www.facebook.com/Amazon/?fref=ts
Amazon Profile . (n.d.). Retrieved from Instagram : https://instagram.com/amazon/
Amazon Profile . (n.d.). Retrieved from Pinterest: https://www.pinterest.com/amazon/
Amazon Tips & Tricks. (n.d.). Retrieved from Pinterest: https://www.pinterest.com/amazon/amazon-tips-and-tricks/
Borison, R. (n.d.). Amazon Leads the Way as the Most Influential Brand on Social Media. Retrieved from INC.: http://www.inc.com/amazon-
leads-the-way-as-the-most-influential-brand-on-social-media.html
Lithium Reveals the Klout 50: Retail Edition. (n.d.). Retrieved from Lithium: http://www.lithium.com/company/news-room/press-
releases/2014/lithium-reveals-the-klout-50-retail-edition
Minsker, M. (2015, July 10). 10 Ways Amazon Has Changed Customer Service in 20 Years. Retrieved from Smart Customer Service :
http://www.smartcustomerservice.com/Articles/News-Features/10-Ways-Amazon-Has-Changed-Customer-Service-in-20-Years-
105131.aspx=
Sareen, H. (2013, September 4). Why Amazon Is the Most Social, Least Social-Friendly Commerce Platform. Retrieved from Social Media
Today : http://www.socialmediatoday.com/content/why-amazon-most-social-least-social-friendly-commerce-platform
STAMBOR, Z. (2013, December 5). How social is Amazon? Retrieved from internet Retailer:
https://www.internetretailer.com/2013/12/05/how-