Organization name: FedEx
Industry: Air Courier Services, Shipping
Description of how social media is used for business performance
Early adopters of Instagram were teenagers posting selfies, but these days, the site is taking off as a B2B social media tool, allowing well-known brands and companies to engage their customers in unique ways.
One example of this is the FedEx Instagram feed. With 12,600 followers, the FedEx feed is all about “connecting people and possibilities around the world.”
The images are visually stunning:
View this post on Instagram
We're on our way! Here, @sweetamaranth caught one of our trucks driving over a barren stretch of land in Utah, capturing Colorado in the distance. Have you ever driven through this dusty, beautiful arid desert? We're thankful to make this drive every day. #WeDeliver #FedEx #regram
And display FedEx’s history and global reach:
And just in case anyone thinks FedEx might not be up to the task of delivering their complicated shipment, they proudly display a broad range of competence:
In a more B2C/customer engagement play, the feed also invites followers to post their “happiest unboxing photos.” More puppies.
Customer’s are encouraged to participate in the fun, and they do:
All of this is in line with Instagram’s forward focus, which, as stated by their CEO Kevin Systrom in a recent Wall Street Journal interview, is as a platform for brand advertising:
“…Our real value in the long run is going to be in the advertising space. We’re doing advertising in a fairly unique way. It’s brand advertising. We’re seeing a lot of resonance with advertisers because of that.
Lessons for Others
In their feed, FedEx successfully, but relatively simply, sells itself as global, visually compelling, competent, and cute. They use the feed to express their whimsical side and show-off the many facets of the organization. They have successfully taken a fairly dry business and made it appear more attractive and exciting.
Submitted by: Debra L. Beck
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