Dear Tempur-Pedic, You got the right stuff.

I was watching a commercial today for Tempur-Pedic and they stated it was “the most recommended bed in America.” They said to log on their Facebook page and see for yourself. So, I went on the site to see what the buzz was about and I was so shocked to see how popular it was. People posted photos of their new bed (!), opinions of their recommendations and asked questions regarding their bed while other posters responded. Additionally, Tempur-Pedic posted articles about sleep studies and updated their status, one that said “Who needs a nap?”, which 156 people liked. I was floored! I don’t think I’ve seen that much interaction on a company’s Facebook page and I didn’t expect it, especially with a bed company. I love to see that companies that previously didn’t have that type of interaction on the web and with their customers now have an inexpensive outlet to reach their customers through a two-way conversation with other customers and between the customers and the company.

And if all those things I mentioned above were not enough, here’s an example of how the company really takes care of their customers:

I think Tempur-Pedic’s response to this was perfect – and the fact that they responded and offered a solution is great. I really appreciate that they didn’t delete the post to “help” their reputation but posted both the good and the bad, which gives them credibility and, additionally, you know it’s a company that’s willing to work with you if you’re not satisfied with their product.

Qualman mentioned in Chapter 1 that there’s an argument out there, “well I already don’t have enough time in my day, how can I possibly follow anybody else or keep those following me informed? I can’t waste my time like that!” I think that ties into the Tempur-Pedic “case study” nicely because it shows that people follow and keep up with what’s important to them. While I have no interest in what bed I sleep in (and, no, I don’t own a Tempur-Pedic), I do care about what my best friend is up to and going to Better Homes & Garden’s to download a free cookbook. I think that’s the beauty of Facebook – that you can find your own niche and concentrate on that instead of trying to absorb everything out there on social media networking sites.

Do you guys know of other companies who’s social networking web sites are successful?

Posted on October 3, 2011, in Social Media and tagged , , . Bookmark the permalink. 6 Comments.

  1. I actually know of a few small businesses that would be dead without their facebook persona.

    Libertyville Saddle Shop is going out of business after many years. They have utilized a facebook page to help with clearing out the inventory:

    http://www.facebook.com/#!/pages/Libertyville-Saddle-Shop/178523528873322

    Another facebook company that has a double-appeal is Mr. Clean

    http://www.facebook.com/#!/mrclean

    Here is an example of a company that is multinational and multiproduct, but the brand Mr. Clean conjures up so many different images and feelings. He is an icon wildly popular even with those who were never around to see his old commercials.

    What is so interesting about this site is that it is not for the “product”. Instead, it is for the “public figure”. By having a, er squeeky clean image, Mr. Clean represents his product even though he is not really real. With over 154 thousand followers and growing, whoever the Social Media Manager is that contributes in his name is a hoot to read.

    • ha! I love that Mr. Clean has his own Facebook page. Very clever on the company’s part and a great way to promote brand recognition, even if people are friend-ing Mr. Clean to be “cool.” And, yes, his status updates are really funny!

  2. I know the audiology practice I work for has a pretty successful Facebook page. We make sure to tell our patients about it when they receive their hearing aids when they are first becoming patients of ours. We keep patients coming back by posting upcoming screenings and events going on at the clinic as well as reminders and articles pertaining to different types of hearing technology or news. We also do monthly drawings to keep our patients returning to our site. I have had several patients remark about how much they liked our site, especially our “Hear-Story” area where we post success stories from our current patients.

  3. Thanks for sharing! I mistakenly thought that the Facebook pages with the most activity were those that have trendy products or services, when in reality, I think it depends much more on the company’s dedication to updating and communicating with their audience.

  4. Thanks for sharing the TempurPedic example, Stephanie. It’s great to see a company using Facebook well.

    I took a look at Mr. Clean’s Facebook page, too. It’s well done and very cute. While people leave comments on Mr. Clean’s posts, I noticed that nobody but Mr. Clean has main posts on his page. I wonder if the company makes sure the page stays like that on purpose.

    On the other hand, I wonder what is the strategy of large companies like Starbucks on managing negative comments or random strange posts. As far as I can tell, there is no interaction between Starbucks and its customers. Starbucks only posts messages once in a while.

    • Thinking about managing the negative comments is a great way to move this discussion. The reason many companies turn to social media is transparency, so if they delete the negative feedback what does that say? I know Facebook and Netflix recently felt the need to publish apologies to account for backlash against changes they made, so at that’s something…

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.