St. Jude's Children Research Hospital was recently announced to have the most loyal Facebook fan followers, with a "Net Promotor Score" of 77.8. The next highest brand was Facebook itself, with a score of 66.6. St. Jude's claims their success comes from successfully reciprocating their fan's loyalty. They stick to a "straightforward but uplifting" theme, and it simply works.
St. Jude's launched their "St. Jude's moments" back in July of 2012, a weekly featuring of a specific patient. Facebook fan engagement sky-rocketed after the launch, with a recent February post netting an impressive 27,000 "likes". Nicole Ziady, St. Jude's director of marketing and communications, calls this an attempt to "un-market" its Facebook fans, that is, appeal to them as actual human beings before aggressively selling products or pushing donations. St. Jude's righteously states that they are "a true reflection of their patients and donors."
I found this article to be extremely refreshing as it made me view Facebook fan pages and "likes" in a new light. To be honest, I have personally never been someone who actively engages in "liking" Facebook pages, even if it may be something of interest or appeal to me. I just never took the time to understand what the point was, or even really care. Now I see that certain companies and organizations can actually use Facebook to do good and make a difference, just as St. Jude's has. The organization has really left an impact on its followers and continues to do so with a sincere and honest approach to marketing.
I think it's awesome to here that St. Jude's has so many followers on Facebook, like you said it's extremely refreshing! I'm not someone who likes a lot of companies or products on Facebook either but i think this page might be something to check out. It's really nice to see a company that do so much for others be able to use social media to make a difference especially when they touch so many lives everyday. I also think that "St. Jude's Moments" are a really unique way of light marketing and provides a reflection that i think we all need sometimes.
ReplyDeleteSocial media is becoming an extremely important part of advertising. I love how St. Jude's is using Facebook in a positive way, and the fact that people are responding to it. I don't really participate in liking pages on Facebook either. This makes me think about how liking something can make a difference however.
ReplyDelete