First, find a social media account that you would like to briefly analyze and discuss (Instagram is preferred, for the visual aspect of this assignment).
The social media account I chose to analyze was Target’s instagram account.
Second, create a visual dashboard with analysis of the Instagram account.
The first post that I chose from Target’s instagram was from June 10th. The post was not a single picture, it included four pictures. The post was captioned “Click the link in bio to learn more of our commitment to helping rebuilding efforts and social justice.”
The first photo depicts a male Target worker wearing a face masked distributing groceries in what appears to be a parking lot. The photo says, “Over the weekend, team member volunteers helped distribute fresh food and essentials to the community.” The second photo depicts a group of people surrounding red tents and holding bags with the Target logo on them. This pictures says, “In the parking lot of our Lake Street store in our hometown of Minneapolis.” The third photo depicts a female Target worker with gloves and a face mask on, handing bags of groceries to a man with a face mask on. The third photo is captioned, “Just one way we’re serving and supporting our communities.” The fourth photo depicts a group of Target workers gathered together in front of a banner that says “We’ll stand together And we’ll build together.” The fourth photo is captioned, “It’s part of our commitment to help heal and create lasting change.”
This particular post by Target received 24,400 likes and 907 comments on Instagram. One of the many comments was from @jesspats12 and it said, “This is just one of the many reasons I love you guys @target. And I’m a proud red card holder and circle member. I hope everyone is safe and well!” Another comment from @jarbiebeanz said, “Happy to see the reusable bags too!” Another comment was from @l_yliperez and it said, “And thats why I love love love Target and will forever support them.” I think this post works for the company. It was posted after the riots and destruction in Minneapolis. Target’s post shows that it cares about its loyal customers and the community. The company also shows that it cares about social justice. While a majority of the feedback to this post was postiive, there was a number of comments that were quite negative as well. For example, one comment posted by @wfo_racer said, “Chrissy Tie-in is paid millions by Target. She paid bail for looter who stole form Target. Democrats in a nutshell.” Another comment from @jusmebri said, “@target I am confused around your messaging and the pictures posted appear to be in conflict. The hardest hit by COVID are the black communities, social justice right now is focused on Black Lives Matter. I have been shopping at this company since dang near its inception. Why don’t the pictures actually reflect according to the message. I will pause on continuing to spend my money until I see my reflection in the images that go along with the message. #blacklivesmatter #blackeconomics” Another comment from @scalzoas said, “What about the prison labor you guys use? Any thoughts on moving away from systematic slavery? How are you preaching justice when you are an unjust company?” These negative comments are red flags fro crisis. They can cause damage to the companies reputation and do harm to the company’s business. However, at the moment it appears that the good comments outweigh the bad and the post had its intended effect. This data and information could be used by Target. For example, Target could make a statement, or rely to the comments, addressing any questions/concerns that were found repeatedly in the comments on the post. This would further show that they pay attention to their customers and their views. It could also help prevent a crisis before it starts by addressing the negative things being said and being transparent with the audience.
The second post that I chose from Target’s instagram was from April 3rd. This post was only a single picture. The picture depicts a cartoon/drawing of a female Target worker. The worker has the typical red shirt and Target name tag on. The worker was also wearing a face mask and gloves. The post was captioned, “We’re introducing additional social distancing and safety measures to help our guests and team members. This means you will see masks & gloves for our team soon, We will also be monitoring & may limit the number of guests shopping inside your Target store. Learn more via link in bio.”
This post received 53,982 likes and 2,052 comments on Instagram. One of the many comments was from @tmaas5 said, “I was so impressed with the cleanliness and care shown by employees at our local target on a recent visit. Shout out Traverse City!! It was by far the best experience I’ve had when going out for essentials since all of this started.” There were actually quite a few negative comments on this post. For example, one comment from @lesli_devito_art said, “This may indeed be true - on paper - and I applaud your intentions. However - higher attention to the carrying out of these limiting is greatly needed. I just returned from a Target trip to update groceries. I wore a mask and gloves, There was indeed a person waiting for me with a clean cart, But then things began to unravel.1 of every 10 employees and shoppers had a mask on. And 1 in 10 who wore masks - wore gloves as well. Social distancing was not being practiced and it felt a little like the kids were running the store with no one apparently in charge, The line for self checkout was 20 deep. Now - I am not in a heavily populated city but a small rural town. This was greatly disappointing Target.” There were quite a few comments similar to this about Target needing to be more proactive in maintaining cleanliness guidelines throughout all of the stores. These comments are a red flag for crisis. The negative comments may damage the company’s word and reputation. The post makes it seem like everything is great and dandy, but the comments show a different picture. The company is not enforcing the cleanliness guidelines in all of the stores, which is upsetting many of its customers. Once again, the company should make a statement. The company should apologize for the errors in safety during the pandemic and should begin cracking down on enforcing the safety rules and guidelines to protect its workers and customers.
The third post I chose from Target’s instagram was from August 21st. This post had multiple pictures as well, but it only had three pictures.
The first picture is a tweet to target on Twitter. The tweet says, “@target can you label products that are sourced from Black-owned companies online?” The second picture is a tan background with a caption on it. The second picture says, “New on target.com, Black-owned or founded brands icon.” The third picture shows the new icon as well as several pictures of Black-owned or founded brands. The third picture says, “Look for this icon in the Product Description for more Black-owned or founded brands on target.com!" The post was captioned, “*NEW* on target.com! An icon to help you identify and support Black-owned or -Founded brands.”
This post received 26,243 likes and 1,625 comments on Instagram. One comment from this post from @marissatanee said, “Truly enlightened individual understand why @target is doing this. It’s not about divide, it’s about closing gaps.” Another example was from @powerhandz said, “Thank you SO much for this amazing feature and true display of partenership!!” Just like the fourth post I chose, I did not see much negative feedback on this post. The post received mostly positive feedback about how Target was being very inclusive, standing up for social justice, and being diverse. I think this also helps prevent a crisis from arriving during the Black Lives Matter movement. Target is showing its support for the movement and its customers by being proactive in showcasing Black-owned brands and products.
The fourth post I chose from Target’s instagram was from August 23rd. This post had multiple pictures as well. This post had three pictures.
The first picture said “Launching August 25th, Real Talk., A founder takeover series spotlighting fresh takes and personal stories on one hot topic.” The second picture included a photograph of one of the speakers, Taraji P Henson. The third photo included a photograph of another one of the speakers Bea Dixon. This post was captioned “Introducing Real Talk. A takeover series where two of our Black-owned brand’s founders swap IG’s for the day to discuss one hot topic. The intention of this series is to have an honest conversation while lifting and listening to each other’s voiced. Our first takeover will be focus on mental health and wellness, featuring @TarajiPHenson (founder of @TphByTaraji) and @IAmBeaDixon (founder of @TheHoneyPotC0). We’ll be stepping aside to feature their fresh takes and personal stories, right on our IG Stories. Join us hear or either of the above accounts Tuesday, August 25th!.”
This post received 4,838 likes and 103 comments on Instagram. This post received a signifiant less amount of likes and comments than the rest of the examples I have already provided. One comment from this post from @bobbyoryan said, “Damn Target, this impressive.” Another comment from @ericka.monique said, “I love Target even MORE for all this SUPPORT! Unfortunately, all the ‘what about (enter another race her)’ comments are going to start pouring in, in 5, 4, 3, 2, 1.” While this was not Target’s most popular post, the feedback that was received was very positive. Target is actively trying to support social justice and show its support to the customers. I did not really see any red flags for crisis from this post. From what I saw, this post was very positively received and appreciated.
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