Benefit Cosmetics Facebook Page (Liya Zhang)

Social Media Marketing Analysis:

The Facebook Page for Benefit Cosmetics

Liya Zhang

Granted, I began to love the Facebook page of Benefit Cosmetics at the first sight. It is really an attractive, effective social media page in addition to its website and blog.

Firstly, it is so interactive that everyone can have an access to customer service “portal”. People can make posts on their page. The page administrators may timely respond to posts, especially those refer to unhappy shopping experience or questions on products. For instance, the newest post now is a complaint about website payment. The “Benefit Cosmetics” responded it and the other additional comments in less than 4 hours. Also, the administrator gave advice as feedback. They create a “dialogue” environment to communication.

Secondly, it is participatory. It creates events, survey, games, etc. to invite customers to involve in it at irregular intervals. For instance, I began to be interested in their Facebook Page because I wanted to download the photo taken with my friend in an activity of Benefit Cosmetics. Also, I can see some customers’ participation on Facebook such as a competition named “Beauty Best… Or bust?”, a game called “play a round of they're real ‘TRUTH’ cards”, etc. Also, it creates galleries for user-generated content. An excellent example again is the “Beauty Best… Or bust?” People can submit and upload their own photos to take part in the competition or vote for those materials. It offers a showcase, putting customers in front of audiences.

Thirdly, there is regular new content, in other words, the “content flow”. Shown on the timeline, the renew frequency is about three or four times a week. The contents include photos of product, deals, videos, surveys, etc. Even, the words are vivid and entertaining, full of energy and adoration. Putting aside some meaningless and boring content, to post new contents frequently is an effective way to keep customer’s sustained attention.

Lastly, even though there are few premiums shown on the Facebook page, messages about coupons, deals, lotteries are frequently posted. Those messages are attractive enough for many customers to buy. For example, free shipping and samples of product are given away, encouraging people to buy more products on their website.

As for me, the Facebook page for Benefit Cosmetics is a success. From the start, it meant more than a process of social media. It established a bridge over the gap between products and customers and brought the products alive.