Social Listening Assignment - Kiss Nails

 As a girl who enjoys having nice-looking nails, I will do whatever it takes to make a manicure last - a task that is far easier said than done. Working full time and going to school full time doesn’t allow me a large amount of time for other activities, and I certainly wouldn't want to spend that time in an expensive nail salon only to receive a manicure that I can’t be trusted to keep nice. In a desperate attempt to meet this complex need, I discovered Kiss, a brand of press-on nails that aims to bring the salon experience home. 

As I looked at Kiss’s “About Us” page on their website, it was clear to me that their goal is to offer a customizable salon experience, at a very affordable price. Their products are highly accessible by everyone, being sold at major retailers such as Target, Walmart, and Walgreens. Their products are all under $20, making them far more affordable than the average trip to the salon. Additionally, they come in a variety of shapes, sizes, colors, and designs, appealing to a large range of styles. 

In terms of customer interaction on social media, the Kiss brand leaves a little to be desired. The brand is heavily used in the work of micro-influencers, and many of these accounts can be seen commenting on the posts. Multiple users requested the brand to take a look at their page, and one even requested a possible sponsorship. Unfortunately, however, the brand did not respond. Kiss is more responsive to comments regarding where to buy their products, and will often respond quickly to people asking where to buy them. Finally, people have also commented on how much they love the various designs. 

If I were the brand manager, I would focus more on the smaller influencers, helping them to promote my product. This will increase trust in the brand, as people are more likely to trust smaller influencers options as opposed to the advertisements of larger brands. In doing this, we would also be able to promote new products through the smaller influencers. Finally, doing giveaways would allow potential customers to try our product free-of-charge. 

Ultimately, I learned about the importance of a solid presence on social media. Meaningful customer interactions will enable brands to appeal more to their target audience. Listening to what your customers want is an important step to understanding and growing your business. Without this, you are simply operating and hoping for the best. Getting to know your customers may seem like a daunting task, however it will pay dividends when it comes to gaining a good reputation within your market.