With 157k fans on Facebook and 6,330 on Twitter, plus a Pinterest and LinkedIn account, what sort of content does BJ’s Wholesale Club post and why is it so successful?
BJ’s Warehouse Club chain has more than 200 locations across 15 states in the US and has more than 25,000 Wholesale Club members. The company has accounts on Facebook, Twitter, Pinterest and LinkedIn and uses each social network in a different way.
Why Is BJ’s Wholesale Club’s Use Of Social Media So Effective?
BJ’s Wholesale Club joined Facebook late 2009. As of March 2014, BJ’s Wholesale Club has over 157,000 likes and tends to upload a new post every one or two days. BJ’s Wholesale Club describes its intentions for using the social network as such, ‘The BJ’s Wholesale Club Facebook Page is a community for our Members to actively engage with BJ’s Wholesale Club and each other. We want this to be a family-friendly page that is helpful and informative to our Members and potential Members.’
The emphasis on ‘family-friendly’ is reflected on the warehouse chain’s Facebook posts that comprise of recipes for family meals, new offers and promotions focusing on BJ’s ‘in-club surprises.’ On the general, posts tend to receive between 10 and 40 likes.
Every one or two weeks, BJ’s Wholesale Club takes to Facebook to ask customers about their habits and plans i.e. encourages its members to ‘actively engage’ with the warehouse chain. These posts tend to receive a significantly larger amount of comments than any other posts made by BJ’s Wholesale Club.
Pictures First, Words Second
BJ’s has over 1100 ‘pins’ and more than 30 different boards on Pinterest. Unsurprisingly, a substantial amount of images on BJ’s Wholesale Club’s Pinterest are of food products or involve recipes and tips that include using items which can be bought from BJ’s Wholesale Club.
The text that accompanies some of the grocery-featuring images gives information on BJ’s promotion of supporting local farms and produce. This ties in with the warehouse chain’s values as displayed on its other social media channels such as Facebook.
Pinterest gives the warehouse chain a platform on which it can visually inspire its customers with ideas that range from how and what to stock up for ‘the Big Game’, what to buy for ‘Backyard Fun’ and how to incorporate recycling more into your lifestyle.
Not only does this clearly promote products sold in BJ’s Wholesale Club but it inspires customers to purchase items they might not have considered buying previously and also gives users another reason to engage with and keep track of BJ’s via social media.
Keeping It Short, Simple And Regular
BJ’s Warehouse Club has more than 6,300 followers on Twitter and tweets on a very regular basis. Whereas the warehouse chain might post once-a-day or once every couple of days on Facebook, BJ’s uses Twitter to bombard users with information on couponing.
Use your #FrontOfClub coupon for more #Meatless meals! Save $2.50 on Any Stuffed Foods Pasta Entrée — BJ’s Wholesale (@BJsWholesale) March 18, 2014
Save $1.75 on @ElliosPizza when you use your #FrontOfClub coupon! #Meatless meals never tasted so good! — BJ’s Wholesale (@BJsWholesale) March 18, 2014
Use your #FrontOfClub coupon and save $1 on @PepperidgeFarm Milano Cookies! #Delicious
— BJ’s Wholesale (@BJsWholesale) March 18, 2014
BJ’s uses Twitter very differently to Facebook in that its tweets read like a relentless list of coupon offers and shameless self-promotion (the character limitations on Twitter mean that BJ’s image of being ‘family-friendly’ and wanting to create a community within its members doesn’t translate as effectively here as it does on other social media networks).
With social media comes the dilemma of how to react to disappointed customers and employees who choose to voice their dissatisfaction of a company for the whole of cyberspace to see. BJ’s Wholesale Club is very quick when it comes to addressing unhappy customers or employees who take to Twitter.
@vicdebari We are sorry to hear this. Please DM us if there is something we can help you with.
— BJ’s Wholesale (@BJsWholesale) March 17, 2014
@mikegelin We are very sorry to hear this, we will work with the Club to make sure this is handled better moving forward. Thank you.
— BJ’s Wholesale (@BJsWholesale) March 17, 2014
BJ’s sometimes responds to dissatisfied customers on Facebook but appears to view Twitter as the social network to focus on when it comes to tackling negative comments. This is reflected in BJ’s rather elaborate list of why the company reserves a right to delete any inappropriate content on its Facebook pages and what material qualifies to be removed: