Consumer behavior case study

likes recorded. The page was updated regularly with brand- generated content that resonates with the target market. TwitterThe com pany had made over 80 000 tweets and counted over 750 000 followers. Although the Twitter feed occasionally featured promotional tweets, most of the tweets were inspirational, quirky, and refreshing. lnstagramLululemon had 1620 posts on the platform with over 900 000 followers. Lululemon's feed contained images of inspiring places and active pursuits. PinterestTwentythree boards had been cultivated with over 1800 pins and 2 million followers. Many of the unique boards displayed Lululemon wear for various pursuits, from figure skating to running. YouTubeWith 32 000 subscribers, Lululemon had posted over 300 videossome of which had reached over 2 million views. The company used YouTube to provide a mix of inspirational videos, but they also had a humorous and playful twist that resonated well with consumers. While many companies have been criticized for simply pasting in the same content across different social media platforms, Lululemon had been lauded for having a true "multi-platform" content strategy, which means it was doing a nice job of posting unique content across various platforms in a nu\". llnnl- halal n nnnnL-hlnnl krona-l pin... L-nnln nlnurm \".41\" effective in engaging prospective customers through its social media efforts. The content in each of the channels provided inspiration and education to individuals who might not yet have purchased a Lululemon product or visited a Lululemon store. Next Steps Yoonji was excited about the next steps she might take. She had been asked to rst assess the success of the recently mounted website Heylululemoncom, which was a relatively new effort by the company to foster customer conversation and co-creation efforts. Customers could provide suggestions on products, ask questions, and post ideas that the entire Lululemon community could comment on. Was the new site garnering enough trafc? Was it a positive venue for the community to have conversa- tions? How could this site interact with the more traditional social media platformswas synergy possible? Perhaps more broadly, what was the next big thing in social media? Lululemon was an organization that had been at the forefront in this space, and Yoonji knew she needed to be on top of any new trends the Lululemon customer might be embracing. 1. What is your opinion about Lululemon's social media efforts? How much of the company's success is attribut