Walgreens, we’re looking at you…

Hey guys! This week my partner, Ruben, and I teamed up to write this blog over Walgreens’ content strategy together. Be sure to check out his blog here.

And if you need a refresher course on the different types of content, you can check out my last blog here.

So, here’s what we think…

But let’s start with the technical stuff first, from October 1st to October 14th, Walgreens posted to Twitter 23 times, Instagram 10 times, and Facebook 5 times.

First, let’s go in-depth with Twitter.

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Twitter

Over a 14-day period, Walgreens’ tweets consisted entirely of short and sweet copy, a shortened link to take you to their website page for whatever product or service the tweet was advertising, and an accompanying image. The content was all original, with varying focus, but the format was the same. All 23 tweets fit this description.

Fair enough, but Ruben and I are a little blah about it.

But what’s really interesting is Walgreens’ level of interaction with their Twitter audience.

While they’re not often found retweeting users who mention them, their community manager sure is spending a lot of time replying to their audience members.

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Walgreens consistently thanks anyone who tweets them for shopping at Walgreens, for sharing their stories, and even for thanking Walgreens for service.

Ruben and I both tweeted Walgreens in an attempt for some extra credit, and we each got responses within minutes.

Walgreens-2Walgreens-1

If any of you have interacted with a brand on social media before, you know how exciting it is when you get a quick, personal response.

Thanks, Walgreens. You made us feel good AND earned us some extra credit.

All in all, Walgreens’ Twitter is used to send out advertisements in an effort to draw followers onto their website. BUT they are powerful, personal and quick with their user interactions.And we like that.

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Instagram

Walgreens’ Instagram, while less active than their Twitter, is almost more captivating.

While they do still promote their products and services here, it’s done a little differently. The copy is typically along the lines of,  “____ is happening today/soon! Find what you need to celebrate in store.”

Links included in captions on Instagram are not functional, so Walgreens does not include the links to their website we saw on Twitter here. We think this gives their Instagram a more relaxed tone behind their original content.

However, where Walgreens is extremely interactive on Twitter, if you take a peek at the comments on their Instagram photos, brand response is nowhere to be found. Even when a customer takes to the comment section to complain about poor in-store service.

Not good, Walgreens. We can only hope you’re, at least, handling these customer service issues in private forums since you’re not responding in the comments.

But, it should be said that Walgreens’ Instagram is very pleasing to the eye and not trying to sell product and services in a way that’s overwhelming. Good for you, Walgreens.

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Facebook

By the time we got to Walgreens’ Facebook page, we knew what to expect. Original content, identical to Instagram and Twitter, beckoning audience members into their nearest Walgreens to solve whatever common, seasonal problem they’re experiencing.

Except here, they post way less than Twitter or Instagram. But here, they are responding to customer comments.

BUT they seem to only be responding to positive comments. Situations where they can reply “We love you, too.” And they respond to the occasional frantic customer, directing them to call 9-1-1.

This could be better Walgreens, but at least you’re replying, unlike Instagram.

All in all…

In summary, Walgreens’ social media is a solid 6/10. Their copy for their original content is enticing. They’re generally interactive, and quick when they are. And they’re consistent across the three major platforms.

However, they’re consistent almost to a fault in that their major social media accounts are almost identical.

And, they’re neglecting Facebook. Which is odd considering their target audience is of the older variety that tends to frequent Facebook…

But Ruben and I will always have a soft-spot for Walgreens social media because they earned us some extra credit. Thanks for the fun, Walgreens.

You can form your own opinion of their content strategy at Walgreens’ Twitter, Facebook and Instagram by following those hyperlinks. Let us know what you think about their content strategy!

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