Dollar Tree’s Social Strategy is Worth a Buck
Okay, that headline may be a little harsh. What I’m trying to say is
Dollar Tree does a pretty good job with its social media channels.
Here’s my critique:
The multichannel seller of inexpensive and closeout items starts off by alerting users to its Facebook and Twitter presence right in its Website header, with separate “follow us” buttons for Facebook and Twitter.
Dollar Tree is more vocal in Facebook than it is Twitter. And there’s a good reason. Dollar Tree clearly uses HootSuite to post its messages both in Twitter and Facebook, but its customers are more conversational on Facebook.
I’m not a fan of autotweeting, but in this case it’s not a bad thing. Dollar Tree has more than 2,000 followers on Twitter, and they are actively retweeting deals and messages that the merchant posts.
But the conversation is pretty active on Dollar Tree’s Facebook page. The merchant has more than 27,000 followers there, and Dollar Tree lets them start and be a part of the conversation.
Dollar Tree is also good at knocking off spammers. On Labor Day at about 2 p.m., a Facebook follower (or “someone who likes Dollar Tree on Facebook, if you will) posted a message about a work-at-home opportunity. It was removed a few hours later.
When Dollar Tree’s Facebook followers ask a question, Dollar Tree answers it. Even if it’s about something as controversial as music being played in the stores: A follower said he (or she) will no longer shop at Dollar Tree OR follow them on Facebook because they no longer play background music in its stores.
Dollar Tree answered with the following:
Keeping our expenses as low as possible is ALWAYS a focus at Dollar Tree. By doing so, we can continue to offer amazing values to our customers. The decision to remove store music was not an easy one, but the savings from that allow us to expand the variety of fantastic items we currently offer our customers. At Dollar Tree it’s about providing customers all the things they want and need every day and all for $1.
One Dollar Tree store-level employee on Labor Day used the Facebook page yesterday to ask other employees how they come up with in-store promotions and announcements, and what has worked best. Another asked the simple question, “Are you open on Labor Day,” and received a prompt answer.
Now Dollar Tree does promote items that the Twitter or Facebook follower can buy online or in the stores. Though that can be annoying to the follower at times, let’s put it into perspective: All the items Dollar Tree showcases cost $1 or less.
Dollar Tree does a good job using social as a customer service channel. Other merchants and marketers should follow its lead and understand that social media is about customer engagement and not solely about making that extra buck.
