Social Media Content Analysis- Module 4

Part 1: Find the content

I am using three different sources to find content on Footlocker. I am using Google alerts, Twazzup, and Facebook for content on Foot locker.

Part 2: Determine the type of conversation that is taking place

Based off Twazzup and Google alert, the biggest topic of conversation is a Footlocker event. The events focus is for low income families and reaching out into the community. At a footlocker in Downtown LA they are giving away 5,000 free shoes to those that are in the need.

On Facebook, Customers are basically writing reviews about different shoes and writing reviews on the services they received from specific stores. Customers were also writing questions on footlockers Facebook wall about shoes and their release dates for Jordan, LeBron, and Nikes. These would be considered as a typical conversation that goes on footlockers Facebook and twitter pages.

Part 3: Determine the visibility of your brand

The recent news about footlockers 5000 shoe give-away event in LA would definitely be remembered. I think the Dominance would fall into the second category. It would be considered Dominance because the company is the main focus but other parties were involved such as everyone that participated in the event and the event focus which was on low income families.

Part 4: Was anyone quoted in the item.

No specific person was quoted in this item, unless we want to consider the talks about LeBron James and the releasing of his new shoe.  Those conversations took place on Facebook and twitter.

Part 5: Determine Sentiment and/or presence or absence of recommendation

I am going to use conversations I seen on Facebook. I would rate it as being “Balanced” simply because you've seen comments about people not being happy with Footlockers services at a specific store or you've seen comments that people are satisfied with their service or product.  All the responses are mixed which are quite normal for a company like footlocker. The goal that footlocker should always aim for is to have positive reviews that weigh out negative reviews.

Part 6: What messages were communicated?

Amplified messages are used for footlocker. Customers are inspired by amplified messages because they are able to see the product from picture or video, see the reviews and respond from that stand point.

Part 7: Determine Positioning on Key Issues or Battles

Here is a top Key Issue:  Here is a comment on Facebook about a customer complaining about how footlocker is not honoring what they say. The website states that you can return items that were purchased online to an actual store, but some stores do not accept. The Facebook user also complains about how bad the telephone customer service is. The Facebook user states that he will always be a footlocker customer, but some aspects of services can be ridiculous. This is an example of how actions need to be taken place. They need to honor what they put online. If specific services are guaranteed then it needs to remain guaranteed and all employees need to be caught up to speed about the company’s policies. Reviews and comments online are long lasting and It would be horrible to deter people away due to lack of business to customer loyalty.

Part 8: Quantifying the authority of the writer or poster

Footlockers Facebook group page contains over 27,000 likers

Here are some stats I got from Twitalyzer for Foot lockers twitter:

Impact: 15.8

Klout: 59

Followers: 35,034