Ever since I was little I have been fascinated by the world of photographs. Whether it was taking pictures and learning how to work a camera or flipping through the photo albums my mom put together when I was young, I always wanted to dive deeper into this enchanting realm. In junior high I got my wish. I began walking down a road that would lead to a passion for a new art form: scrapbooking. My artistic streak was sparked, and it was initially influenced by a company called Creative Memories.
As a popular innovator in the scrapbooking industry, Creative Memories receives a number of online responses, although not nearly as many as top brands. On Social Mention, the overall sentiment ratio is 20:1, and most of the comments are identified as neutral. However, as I scrolled through the results I discovered that not all the comments recorded on the website are about the Creative Memories scrapbooking company. The ones that are about the company and from the general public are neutral or positive, and several customers report excitement over a coming order, a scrapbooking party, or new products in the catalog.
In addition to Social Mention, I next used How Sociable? to find the company’s visibility and see what tools people use to discuss the organization. Eventful Events has been popular since people host Creative Memories parties in their homes, and the Facebook people score is 3,088. Twitter is also a key place where Creative Memories is discussed. The tweets seem to talk about positive aspects of products or new ideas for using scrapbooking supplies and tools.
Another place where I discovered a substantial amount of discussion was the Creative Memories Facebook page. There are over 500 active topics in the discussion forums, and there are many recent posts by consumers. Many of the initial topics relate to problems a customer is dealing with, and other users talk among themselves to try and find a solution to the problem. Several people also post results of contacting the company and successfully resolving the issue that was being dealt with.
One way that Creative Memories is responding to consumers’ comments through social media is by operating a series of blogs. I used Google Blog Search to discover that the company has developed a main blog area that consists of five different blogs, and each of these addresses unique topics of interest to the customer. When it was discovered that customers had issues working with certain scrapbooking tools the company sold, they responded by creating a post acknowledging the operating challenges and included a visual video offering tips on how to use the items more efficiently. In another post there is an announcement of new product combinations that people had been asking for. The blogs are not written as frequently as a company could in order to keep in touch with their customers, but it does provide some response to consumer concerns, and it appears to be mildly effective.
In order to communicate with the user base, Creative Memories hosts a Facebook page where announcements, updates, and comments are posted regularly, and the company also uses twitter to interact with consumers. How Sociable? shows that YouTube is also used. Scanning the company’s website disclosed that in addition to blogs, Creative Memories sends out a newsletter via email on a regular basis. Usage of social media seems to be effective in engaging customers since people respond and interact with the tools on a regular basis. The company has managed to develop a strong online presence among its users, and followers respond positively to the interactive social networks.
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