Daily Archives: June 20, 2012

Tesco starts joining the dots with a co-ordinated YouTube strategy

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The retail giant Tesco is tidying up its YouTube presence with a co-ordinated strategy across its social media channels. Tesco has several channels:

That’s a lot of fragmentation.  It is about time that Tesco co-ordinated its social activities. The plan is to integrate the content and re-launch the channel later this summer.  Tesco has hired digital agency Zone to work with it on the initiative.

Tesco already has a co-ordinated approach on Facebook with over 800,000 fans and 3.82 per cent engagement – a good level of engagement.  It runs games such as Delivery Dash and Speed Shopping, posts regular updates to encourage fan engagement. It has several Twitter accounts too  — although sometimes updates get hijacked by followers – such as the ‘slave labour claims’ earlier this year.

Perhaps Tesco could follow the example of the WWF, which has a great joined up social media story across its chosen channels, linking its world-wide subsidiaries together holistically.  It will be good to see whether Tesco manage to achieve something similar as it pulls its social strategy together.

Credit: FWI

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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