Assignment #3: Orbit Gum (Leslie Garay)

For this assignment I have decided to evaluate a social media page: the Facebook page for Orbit Gum. After evaluating this page, I concluded that it does an average job of social media marketing. While it does generate new content flow and allows a customer service “portal” to feature communication with the users, the Orbit Gum Facebook page lacks in giving out free items (premiums), fostering participation from the users, and encouraging user-generating content.

First of all, the page does a good job of uploading new content flow rather frequently. All their posts are within only a few days apart from each other. They post a several entertaining (funny), colorful, quality photo images of their product, which many (as much as 15,000) people “like.” These images frequently include the “Orbit Girl,” a very pretty blonde woman who advertises the gum. This is quite a “good” marketing trick, as people are drawn to her. One user explicitly writes, “I only liked this page for the Orbit Girl.” Moreover, the whole page is to be read as something that not company is advertising, but rather as the Orbit Girl is herself constantly updating. Each post is “hers;” it is written in her perspective. This is effective in that it lures people in, creating a sense of having some kind of relationship/friendship with her. She is the one communicating with the customers, and sometimes the users “respond” to her. Plus, there is room on Facebook for the customers to post their thoughts on the product. Some clearly write that they “love” Orbit Gum, while others have written complaints and concerns about the product—to which Orbit Gum does respond to with contact information outside the Facebook page.

On the other hand, the Orbit Gum Facebook falters in other elements. Firstly, the site does not offer premiums at all, giving customers less incentive to like their product or visit the page. Secondly, there is minimum participation involving the users. I could not find any surveys, games, or events/venues hosted by Orbit Gum. This is very detrimental for the page because while it may attract the attention of some users, I feel like it is only for a moment. The lack of participation and premiums will bring those customers back. Furthermore, while there is user-generated content (mostly photos submitted by the users posing with the product), they are not invited to necessarily. They post at their own will. It is a good sign that these users are posting without invitation, but it would perhaps be a much more engaging experience if Orbit Gum hosted competitions or other events involving this aspect of social media marketing.