The retail giant Tesco is tidying up its YouTube presence with a co-ordinated strategy across its social media channels. Tesco has several channels:
- Tesco.com TV, launched in 2007,
- Tesco Mobile Network, launched in 2009,
- Tesco Food Club, launched in December 2009,
- Tesco Greener Living launched in July 2010,
- Clothing at Tesco launched November 2009,
- Tesco Tech Support launched October 2009,
- Tesco Real Food launched June 2010 and
- Tesco PLC Media launched October 2011.
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.
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.