Accenture Social Media Analysis

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Accenture Social Media Analysis
MKT 436
Ian Cartmill
Zach Crawford
Edwin Huang
Tyler Whitsett

Introduction

Accenture PLC is one of the leading consulting firms in the country and has developed an extensive social media platform to expand its reach in the business world. Accenture currently has a network of social media across many platforms including Facebook, Twitter, YouTube, and LinkedIn. Through Facebook and Twitter, Accenture segments its markets by region, type of service, and career options by making a Facebook page or Twitter account exclusively for that market. With Accenture’s YouTube page, a wide variety of videos ranging from video blogs to educational content on company growth. Finally, through LinkedIn, Accenture profiles its different services as well as connects with professionals who would be looking for their services. In addition to the traditional social media sites, Accenture operates many different applications through Facebook, iTunes, Google Play as well as its own online publication, Outlook. After a description, an analysis will be given to measure the performance of Accenture’s social media’s efforts. Finally, recommendations will be given on how Accenture can improve their efforts to reach a wider audience.

Social Media Description

Accenture’s Facebook and Twitter presence is extremely large which is shown by the numerous pages on these sites. Currently, Accenture has over “40 different pages on Facebook and 30 different Twitter handles” (A1), each catering to a particular market. About half of these pages are targeted based on the region or country in order to provide information exactly aimed a country’s business environment. Within each of the country’s pages, discussions and interactions occur with customers and users through contests, interviews, philanthropic endeavors in the region done by Accenture, and information the company provides on different industries. Usually the country’s page will display resume opportunity linksin order to keep acquiring new talent for the company. If career opportunities are not listed on this page, an individual career page is listed to provide information on career opportunities at Accenture in that region. On Accenture’s main Facebook and Twitter pages, different examples of management, operations, marketing, and other strategies are presented so all customers can see the level of analysis they will receive from an Accenture team. Also, articles written by Accenture are shown on the pages that range from work events to in depth stories on industry trends constantly are posted weekly. Finally, the last sets of pages on Facebook and Twitter are used to provide customers with an in-depth look into the different services provided by Accenture. For example, the Sustainability Services Facebook page provides links to articles and case studies on sustainability in a business in order to reduce cost and create efficiencies (http://www.facebook.com/accenturesustainabilityservices). They also engage their customers and users through surveys, games and other actions that keep users coming back to their page.

In addition to Accenture’s Facebook and Twitter pages, YouTube and LinkedIn provide a unique and different way to reach out to their customers. Through their YouTube account, Accenture is able to provide different types of new information to both current and potential new customers with its “251 videos” (A1). For example, a Capital Markets video blog is used to describe different topics related to capital markets and the process of managing the risks with them. In another set of videos, a video podcast shows different traits of a high performance business model that can be emulated by other companies. All content that is put up on the YouTube account is used to attract new customers to what Accenture does and provide existing clientele insights as to how Accenture’s strategies can better their companies. This is a more...
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