Social Media and Gap Incorporated - Essay Example

Download file to see previous pages Social media represents any effort on behalf of the marketing company in the online environment which promotes socialization or offers insight into consumer opinion through the use of user-generated content (Smith, 559). Some companies are even taking advantage of social networking site models like Twitter’s TweetBeep alert system which emails a professional whenever their company is mentioned in the social network (Hogan and Miller, 25). In order to make the site more interactive, Gap Incorporated can setup a consumer blog which rates certain fashions or the models that are being depicted in the online advertisements. A Rate This! promotion attached to visible consumer links would build interest in leaving comments. This system would need to be maintained by an information support systems team to update the information timely. This blog could give unique insights into consumer values, beliefs, and their current thinking toward the fashion industry as a whole. If the new interactive features are interesting and exciting enough, it will create a viral marketing outcome which should build higher consumer visits to the Old Navy, Gap, Banana Republic, et al. brands.
Gap Incorporated should also consider the results of a recent study conducted by Cone Business which identified that consumers crave social interaction (Black, 41). This is due to the high rise of social networking and the amount of time consumers interact in the online social environment increasing. This study also identified that when important stakeholders are online (in this case the consumer) they are looking to speak with organizations and different brands in the digital environment (Black). Gap Incorporated should consider that interactive website promotions, such as a compete to win promotion battling different online users in a trivia contest for discounts, would also provide consumers with their ...Download file to see next pagesRead More