Utilization of Social Media by Taco Bell: A Review

This article reviews how Taco Bell has effectively utilized social media to increase brand loyalty and develop consumer relationships. The company's strategies on Twitter, Instagram, and Facebook are discussed.

Running head: SOCIAL MEDIA PROJECT
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Name
Institutional Affiliation

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Social Media Project
Background
Following the workshop on how influential social media has proven to business success
over the years, an internal review on how our organization is utilizing social media was
required. Previously, Taco bell did not have as much influence on the social media front
as it should have and therefore missed out on the chance to capitalize on the many
opportunities on offer either due to a lack of insight or uncertainty.
Secondary research
Organizations that have embraced social media have greatly increased their potential to
grow and most importantly their ability to influence brand loyalty. The reason for this is
because of the rapid changes in technology which a few years ago could not be
envisioned. With more and more consumers/customers of all ages embracing/using
social media at some point in their lives, it becomes more and more difficult for
companies to ignore it as a business too (Jones-Forster, 2014)l. Indeed, given that
marketing on social media does not solely depend on the size of the budget but rather
on the quality of ideas, it is only a matter of time before social media moves closer to
becoming the core of strategy development especially for business-consumer
relationships.
Company use of Social Media
Twitter

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Twitter is an online social networking site which allows users to communicate in short
messages referred to as tweets.
Taco bell utilizes twitter effectively by ensuring that their tweets are carefully worded in
relation to the target audience with an intention of establishing a relationship between
the company and the consumers. This consumer-focused approach as the article refers
to it as, provides a cost effective marketing channel for business consumer trade.
Example of this is an exchange involving the company and a twitter user where the
company tweets ‘we can take you places you’ve never been before’ in reference to
quality of the food offered by the company.
Instagram
This is a social networking site primarily focused on photo and video sharing.
In relation to the article, Taco bell utilizes Instagram to develop certain personalities that
seek to captivate their audiences who in turn provide useful information for product
development (in this case the menu). Examples of this is their numerous food pictures
which are mostly the brightest the brand has to offer as these are usually the ones that
garner the most attention.
Facebook
This is a free social networking site that allows users to share posts, comments, links,
photos, videos and even chat.
With the platform allowing all types of contents and interactions, the company has
largely focused their efforts for consumer interactions here with it accounting for the

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largest engagements between them therefore cementing the relationship between
company-consumer (up-to 75%).
A good example of this is when the company offered consumers a taste of ‘Doritos
locos tacos’ a day before its launch on Facebook which in turn led to their most
successful launch in their history (Polese, 2014).
Conclusion
Based on the article and the above information, the company’s utilization of social
media has been very good and has continuously generated attention to their products
while developing consumer loyalty (Tulman, 2017). Further, it has given the company a
platform to innovate new products based on the tastes and preferences of their target
consumers.

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References
Jones-Forster, L. (2014). Using Social Media as Business Strategy. Telegraph journal. Retrieved
from Telegraph-Journal.
Polese, L. (2014, April 28). In the spotlight. Retrieved from Audiense:
http://www.resources.audiense.com
Tulman, S. (2017, July 25). Social Media. Retrieved from Business 2 Community:
http://www.business2community,com