Online Communication, Business Assessment

 

Image by Gerd Altmann from Pixabay

This week’s topic was to select a business and assess their online presence. Having just returned home from the grocery store, I decided to evaluate Walmart. 

Does the company do a good job communicating on its website and social media platforms?

Walmart seemed to have excellent online communication as far as I could tell. In addition to a website, I discovered Walmart had accounts on Instagram, Twitter, Facebook, LinkedIn, and YouTube. Each of these platforms maintained a professional, yet accessible, self-disclosure that showed self-awareness. They utilized online communication tools such as hyperlinks, photos, and videos for optimal public engagement. They also endeavored to connect interpersonally with their audience by using emojis and everyday language in their Tweets and by connecting their products and services with the interests of their audience at large—for example, Valentine's Day, Super Bowl, and Groundhog Day.

On the company website, what is featured at the top, in the middle, and at the bottom of the home page? Why is it organized this way? Is it effective?

The company’s website header exhibited their logo and color scheme, a search bar, and navigational and personal account tools. The middle of the website displayed a patchwork of categories for shopping suggestions, deals, and trends all hued in attractive, light pink Valentine’s Day colors. The bottom of the page provided navigational tools as well as copyright information. 

The arrangement of these elements are likely organized for maximum user-accessibility, advertising, and “client-purchasing” potential. It's an effective design, which uses a pleasant—and holiday suggestive—color palette to engage with the consumer and get them thinking about buying Valentine’s Day gifts. It also provides quick navigation, which is important for customer satisfaction.

Does the business communicate an identity online? 

Walmart communicates a strong business identity online. Their website is on target as depicting a shopping center atmosphere. Their Instagram, Twitter, Facebook posts were all on brand—about food, recipes, deals, products, etc.,—and posts were made frequently but not too frequently.

Where could the company improve its online communication?

All things considered, I would say Walmart’s online communication showed no obvious signs of needing improvement. In fact, according to Business Insider, “Walmart’s US e-commerce sales grew 27% year-over-year in the first quarter of 2023. It's the biggest increase the retail giant has seen since the first quarter of 2021” (Tobin 2023). 

All in all, Walmart's online identity appears to be in good shape for the moment.



Work Cited:

Tobin, Ben. “Walmart is winning back online shoppers with 3 key strategies,” Business Insider, 18 May 2023, https://www.businessinsider.com/walmart-is-winning-back-online-shoppers-with-3-key-strategies-2023-5.