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Banana Boat BrandA Social Media AnalysisBy Meredith ScarpatoWord Count: 5, 027

SDSU Advertising and Social Media

Professor DavisMay 15, 2014

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Table of Contents: Banana Boat on Social Media

1.Introduction…………………………………………………………………………………….32. Banana Boat on Social Media Analysis………………………...………………………….43. Facebook………………………………...……………………………………………………4

o 3.1…………………………………………………………………………………………5o 3.2…………………………………………………………………………………………6o 3.3…………………………………………………………………………………………7o 3.4…………………………………………………………………………………………8o 3.5…………………………………………………………………………………………9o 3.6……………………………………………………………………………………….11o 3.7……………………………………………………………………………………….14o 3.8……………………………………………………………………………………….16

4. Twitter…………………………..……………………………………………………………175.Pinterest………………………………………………………………………………………196. Instagram…………………………………………………………………………………....20

o 6.1……………………………………………………………………………………….20o 6.2……………………………………………………………………………………….21o 6.3……………………………………………………………………………………….21o 6.4……………………………………………………………………………………….22o 6.5…………………………………………………………………………………….…22

7. Technology………………………………………………………………………………..…23o 7.1 People………………………………………………………………………………23o 7.2 Objectives……………………………………………………………………….…25o 7.3 Strategy………………………………………………………………………….…25o 7.4 Technology…………………………………………………………………………26

8. KPI’s and Measuring Success………………………………………………………….…289. Conclusion………………………………………………………………………………..…3010. References…………………………………………………………………………………32

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Banana Boat: A Social Media Analysis

1. Introduction

Since 1978 Banana Boat has offered an abundance of sunscreen care products

from general protection, to kids and baby, to sports, to tanning, to after sun and sunless

products. This brand is owned by Energizer Holdings Inc. Banana Boat has been

successful as a product, despite their competition due to the cutting-edge technology in

Banana Boat® sunscreen products which offer effective broad spectrum UVA and UVB

protection that won't break down in the sun. Banana Boat® sunscreens have undergone

testing in seven conditions to deliver safe and efficient sun protection against UVA and

UVB rays. Banana Boat® products have had The Skin Cancer Foundation's Seal of

Recommendation for almost two decades and their headquarters are located in St.

Louis Missouri. (yahoofinance.com)

The brand’s slogan, “Banana Boat offers a wide range of product options that

provide today’s busy family with reliable sun protection without worry, so the fun can go

on and on”, explains it’s main purpose as a product in peoples’ lives. Being such a

prevalent brand, Banana Boat is present on a variety of social media platforms including

Facebook, Twitter, Instagram and Pinterest. Surprisingly, Banana Boat is not featured

on YouTube, one of the most popular social media sites. After careful observation and

research of Banana Boat as a brand on social media, it appears that they might need to

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amp up their efforts to avoid gaining the reputation of being a mediocre brand on social

media.

2. Banana Boat: A Social Media Analysis

This paper analyzes the sun protection and sun skin care brand, Banana Boat on

different social media platforms in order to provide recommendations and ideas for

improvement. This analysis incorporates Facebook, Twitter, Pinterest and Instagram.

Because the brand is primarily active on Facebook, and there is the most research done

on how to succeed as a brand on Facebook available, the majority of the analysis will

be of Banana Boat’s Facebook page. Banana Boat also has the most fans,

correspondence, and content on its Facebook page, which provides the greatest

amount of information to analyze and offer improvements on.

3. Facebook

Banana Boat has created a Facebook profile, which they promote their website

www.bananaboat.com on. They also promote their Facebook page on their website,

however, no other social media platforms are promoted here. On Facebook, Banana

Boat has 165,000 fans, but only 3,000 of those people are “talking about this.” The

“talking about this” aspect specifies the amount of activity on the brand’s page by its

“fans.” Therefore if the amount of people “talking about this,” (3,000), is divided by the

number of “fans,” (165,000), the end result is 1.82 %. This means that 1.82% of the

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overall fan base on Facebook is interacting with the page. This could be anything from

liking to sharing to commenting on posts. To put this in perspective, the skin care brand

Neutrogena has 7,711 people “talking about this” and have 1, 452, 127 fans on

Facebook. This means that only 0.53% of fans are talking about Neutrogena. By

comparing these numbers it is obvious that while Banana Boat has significantly less

fans on Facebook than Neutrogena, Banana Boat fans are more active on their

Facebook page. These numbers prove that Banana Boat has an active fan base on

Facebook, however, not all these interactions are positive. From these numbers we can

conclude that Banana Boat is doing mediocre on Facebook.

The analysis of Banana Boat’s Facebook page will be completed based on the “8

Success Criteria” discussed in class.

3.1 Set Community Expectations

A successful Facebook brand should clearly articulate expectations in order to reduce

confusion, disappointment, and abuse. It is especially important to define appropriate

and inappropriate behaviors as well as make clear what content is unacceptable and

will be deleted. Banana Boat’s mission statement on their Facebook states:

Banana Boat® offers a wide range of product options that provide today’s

busy family with reliable sun protection without worry, so the fun can go on

and on.

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Banana Boat does not specifically state on their cover page what the purpose of the

page is for, however, they do clearly articulate in the more discrete “about” section on

the page that the page is to be used as “an open forum for communication and we

(they) welcome your submissions.” They specify the page is to be kept clean and safe

for the enjoyment of everyone. For product questions they direct people to their website

or to contact their consumer affairs department at a specific e-mail address, however,

no phone number is provided.

3.2 Provide Cohesive Branding

Upon accessing a successful Brand’s Facebook page, one should immediately

recognize the brand experience they have come to be familiar with. Banana Boat’s

cover page consists of a young, happy, tan family splashing around in the water. Again,

they are putting their marketing focus on family, shutting out a whole demographic of

people. The Banana Boat logo is in the left corner, however, only because it is serving

as the page’s “profile picture.” If the brand’s “profile picture” was not strictly a Banana

Boat logo, there would be no trace of the logo involved in the cover photo. The cover

photo also has the brands standard slogan image promoting the fact that the brand

stays on in seven conditions. Banana Boat’s Facebook cover page can be observed in

Figure 1 below.

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Figure 1: Banana Boat Facebook Cover Page3.3 Be Up to Date

In order to be successful on Facebook, a brand must be up to date. They must plan and

share their content calendar as well as use the characteristics of Facebook to their

advantage. Banana Boat posts frequently, but not in any order. Sometimes they post

consistently every single day then will fall off for a week or longer. Banana Boat’s posts

are random and do not seem to have any strategy or purpose behind them. The

majority of their posts are completely unrelated to the brand whatsoever and when they

are related to the brand they are extremely repetitive, standard, and include tons of text

with barely any visuals or videos.

Banana Boat does not post any of their former or future commercials, provide “how- to”

videos for their products, or even showcase the latest products. Furthermore, a form

fans were required to fill out for a promotional giveaway had technical errors that

prevented people from entering. People were also required to like the brand on

Facebook in order to enter the giveaway. Additionally, the Facebook page received a

multitude of complaints about certain coupon links promoted that were actually expired

and could no longer be honored. The fact that the forum pages did not work and they

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left expired coupons on their page is a clear sign that the brand was careless in their

implementation of the giveaway and obviously does not value the customer’s

experience with the brand. Banana Boat has not posted about any new product

launches on Facebook since 2012. Since 2012, the only “Life Event” that has occurred

on this page is the introduction of the theme “Seven Conditions” which previously

stated, means protection from ocean, pool, sweat, sand, wind, sun, and heat. This is a

classic example of how Banana Boat’s Facebook page is not up to date.

Figure 2: Technical Problem on Banana Boat’s Facebook lead to angry fans and comments

3.4 Live Authenticity

For success on Facebook it is crucial to promote personalized interactions with a

human touch in order to build and establish trust with consumers. Because 67% of

adults use Facebook as their primary source of social media (mediabistro.com) , it is

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important to talk in first person, have a real person respond, and be conversational,

certainly not automated. Banana Boat responds only from the Banana Boat name on

Facebook, with no semblance of a “human touch.” There is nothing on the page such as

an “about me” section that relays who will be responding to most consumer posts.

3.5 Participate in Dialogue

As a successful brand on Facebook, it is important to participate in dialogue. Dialogue is

a two- way conversation, meaning that brands must talk with fans not at them as well as

encourage community-initiated and brand-initiated conversations. Brands should

engage in community-preferred ways. When a fan or follower posts on their Facebook

page they typically do not receive a response or receive an automated response with a

scarce apology referring them to email Banana Boat directly. The responses in some

cases take days, weeks, even months or do not come at all. Most posts, whether

positive or negative have not received any feedback. The majority of complaints on the

page were answered with this automated message:

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Figure 3: Banana Boat’s Automated Complaint Response (Hi____, we are sorry to hear you had an unpleasant experience with our product. Please message us your e-mail/telephone so we may assist you further.)

Positive posts on Banana Boat’s Facebook page do not receive responses either:

Figure 4: Positive Posts on Banana Boat’s Facebook page that have never been responded to

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While Banana Boat not only sends the same, automated message to everyone, they

also are inconsistent with who they reply to. As stated before, many people post positive

content on the Facebook page and receive zero acknowledgements the majority of the

time, which will in the future dissuade fans from reaching out to the brand. The reason

that Banana Boat is active on social media in the first place should be to create a

platform for engagement. If they are not going to engage with consumers then being on

social media is only hurting the brand due to their unresponsiveness.

3.6 Enable Peer -to- Peer Interactions

A nurturing environment must be created in order to make consumers feel as if they can

engage and respond with the brand. Fostering peer-to-peer engagement is something

Banana Boat does not do well. The only types of engagement between peers that can

be observed on the page are when two people complain about the product or lack of

response from Banana Boat to each other. Rarely do people answer questions or help

each other because Banana Boat does not take the time initially to help them, therefore

hindering them from giving advice or direction on how to fix a certain problem to others.

If the only reason fans are communicating with each other is negative, then that is not

effective peer-to-peer interaction.

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Figure 5: Negative peer-to-peer interaction on Banana Boat’s Facebook Page

Figure 6: Negative peer-to-peer interaction on Banana Boat’s Facebook Page

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Figure 7: Negative peer-to-peer interaction on Banana Boat’s Facebook Page

3.7 Foster Advocacy

Banana Boat often asks for people’s opinions and encourages positive word of mouth

on their Facebook page. Many of their posts are easily relatable for families with

children and no one else. However, the content they put out does not usually pertain to

the brand. Therefore, they are engaging people, however not very well. Although, it is

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not wise to constantly market the brand, there are subtle ways to do it and Banana Boat

has not grasped that concept yet. Here are examples of posts that have nothing to do

with the brand Banana Boat or anything relevant to the brand.

Figure 8: Irrelevant post on Banana Boat’s Facebook Page

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Figure 9: Irrelevant post on Banana Boat’s Facebook Page

Figure 10: Irrelevant post on Banana Boat’s Facebook Page

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3.8 Solicit a Call to Action

Aside from building a relationship with consumers, ultimately a brand should want to

lead fans from engagement to trial of the product and finally purchase of the product. A

brand should not “buy” likes because this will not generate Facebook success. For

example, Banana Boat did a promotion where they gave away free Spring Training

baseball tickets. In order to enter the contest, the contestants had to “like” Banana

Boats page. Banana Boat does not understand the importance of forming relationships

with their consumers. Banana Boat also does not seem to have a problem with people

buying their product, however, they do have a problem with keeping customer loyalty. If

Banana Boat asked themselves, “Are we generating a community of people who is

positive with and engaged with the brand?” the answer would probably be no due to the

abundance of negative comments on their Facebook page and lack of feedback from

Banana Boat. There is too much negative feedback from consumers on their Facebook

page to state that Banana Boat has generated a positive Facebook community. One

thing they do well is that they don’t aggressively market their products. Instead they

have a link on their Facebook page that customers can click in order to gain access to

their website where they can find coupons and make purchases if they chose to do so.

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4. Twitter

Banana Boat has its own Twitter account with 5,840 followers. Banana Boat is doing a

poor job in relation to popularity on twitter. Banana Boat is following a wide variety of

people from dermatologists to beauty bloggers to athletes to random people who have

no obvious connections with the brand. On one hand this shows that they are trying to

promote their brand by following a diverse group of people. However, they are not

following any famous outdoor athletes, beach companies, sunscreen brands, lotion

brands, or famous spokespersons. It would build their recognition to interact more with

dermatologists and famous outdoor athletes. Banana Boat tweets every couple of days,

sometimes twice a day. They are much better at responding to people on Twitter than

they are at responding to people on Facebook. Unfortunately, they respond to negative

comments with automated non-specific responses on their Twitter, just like they do on

their Facebook.

Figure 11: Automated message in response to a complaint on Banana Boat’s Twitter

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The main focus of Banana Boat’s tweets is customer engagement, centered on families with children. They do not post new and exciting information. The majority of their posts are questions about their follower’s children, riddles, or responses to people’s tweets to them.

Figure 11: Family-orientated tweets on Banana Boat’s Twitter Page

Figure 12: Family-orientated tweets on Banana Boat’s Twitter Page

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Generally, Banana Boat does not combine their Facebook, Instagram and Twitter

efforts. They are seen as separate entities, even though they post very similar, and

sometimes the exact same content. Because Banana Boat does such a great job

replying to people and engaging on Twitter they are receiving a good amount of re-

tweets and tags which will increase Banana Boat’s popularity, credibility, and reputation

over time.

Figure 13: Tags and Retweets on Banana Boat’s Twitter Page

5. Pinterest

Banana Boat is advertised on Pinterest, however they do not have a specific profile

maintained by the company. A variety of groups pin and repin Banana Boat products on

their own freewill. When one clicks on these pins of Banana Boat products, however,

they do not lead to the Banana Boat website. These pins lead to sites such as

amazon.com, couponaholic.net, qponjunkie.com, blogsbabble.com,

goodhousekeeping.com and many other sites. It is interesting that although Banana

Boat does not actively advertise on Pinterest, many people still pin about them

frequently on their own merit. All the Banana Boat pins on Pinterest are extremely up to

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date and relevant, in regards to available coupons, promotions, and products. People

on Pinterest have an active interest in Banana Boat Brand. The brand is rated well on

Pinterest with many positive reviews and a huge amount of brand advocates. Because

82% of people are more likely to buy products due to online recommendations

(yahoofinance.com) these reviews are actually helping Banana Boat make a profit.

Since three quarters of people go to Pinterest with shopping in mind and Pinterest has

more referrals than Google+, LinkedIn, and YouTube combined, Banana Boat is

missing out on a huge opportunity by not having a Pinterest account. Due to the fact

that Banana Boat’s main target audience is families with children and 68.2% of Pinterest

users are women (mediabistro.com) they should definitely start utilizing Pinterest to

reach that demographic directly and efficiently.

6. Instagram

Banana Boat’s Instagram will be evaluated using the five tips presented in the

“Instagram” presentation in class.

6.1 Tip #1: Bring your brand to life through photos

Banana Boat has its own Instagram account, however, it is not very active or popular.

Banana Boat’s Instagram has 40 followers and only five posts, starting from one week

ago to present day. Instead of posting photos people can’t see or access anywhere else

such as behind the scene photos, historical photos, and current marketing assets,

Banana Boat continues to post the same exact content on their Instagram as they do on

their Twitter and Facebook pages.

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One thing Banana Boat does well is stay authentic to their brand, by posting pictures

centered around family, children, and being outdoors.

6.2 Tip #2: Extend Instagram Conversations on Facebook

Banana Boat has not yet integrated all their social media platforms to correspond with

each other. It is not clear that Banana Boat even has an Instagram page without doing

extensive research and or contacting them directly to ask. Banana Boat has also failed

to extend the reach of their photos through promoted posts and page posts ads. In their

biography on Instagram they simply state their slogan and fail to post any additional

links to their other social media platforms.

6.3 Tip #3: Experiment and learn about your audience

Banana Boat does not have any variety in their Instagram posts as far as filters and

visual content goes. They could post videos, memes, or info graphics instead of just

standard photos. Banana Boat posts every couple days on Instagram, however, do not

receive much feedback due to their lack of popularity. Because Instagram caters to

people between the ages of 18-29 (mediabistro.com), it is important that Banana Boat

changes their social media approach to capture this demographics’ attention as well.

People 18-29 are not as interested in seeing pictures of children playing outside and

learning about craft ideas for children. Instead, Banana Boat could post a six second

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video of their new sunless tanner and how to apply it or promote a specific hash tag for

people to enter a contest.

6.4 Tip #4: Bring the Instagram experience into your own platforms

Banana Boat has not yet integrated all their social media platforms; therefore ahs not

accomplished the goal of bringing the Instagram experience into all their own platforms.

Banana Boat could post their Instagram link or name on their website in order to gain

more awareness of this specific platform. They also do not experiment with filters or rich

visuals on their Instagram, something that would make it more visually appealing and

emotionally stimulating.

6.5 Tip #5: Leverage Facebook and Instagram to get the most out of your campaigns

Banana Boat has not published an engaging series of photos with hashtags or geotags

yet nor have they promoted any hashtags in general. They have a limited number of

followers on Instagram who do not engage very much with their posts.

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Figure 14: Banana Boat’s Instagram Profile and Mission Statement

7. Banana Boat Social Media Recommendations

The next part of this paper will give improvements on how Banana Boat could

potentially improve and strengthen their social media efforts. These improvements will

be constructed around the “POST” method, which stands for People, Objectives,

Strategy, and Technology. The “POST” method was first presented in the book

“Groundswell” as an approach to social media planning by authors Li and Bernhoff.

7.1 People: Access and understand your customer’s social activities

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In regards to the “People” aspect of “POST” some recommendations for Banana Boat’s

social media is to give a more realistic human touch to every platform. Banana Boat

needs to assess how their customers will engage based on what they are already doing.

For example, Banana Boat has an active audience on Facebook. In order to turn this into

a positive thing they need to learn to engage with them promptly and respond to their

complaints, comments, questions, and praises. Banana Boat should have a team who

deals with social media posts in general. This team should all respond with real names,

and a human touch. This means no automated messages, responding to everybody, and

responding as quickly as possible. Banana Boat could also pay more attention to

demographics, psychographics, behaviors beyond social activities, brand-relevant

attitudes and beliefs, brand-related behaviors and social media attitudes and beliefs in

order to gain a better understanding of their audience and the social media audience as a

whole. They need to understand whom they are marketing to and why they are marketing

to them before they can build a relationship with them. In order to brainstorm in the

marketing department Banana Boat could try completing a “Thinking and Feeling Chart”

that asks them specifically what they think and feel, see, hear, feel, do, gain etc. when

discussing their brand. This is a great activity to do to really understand the brand as a

company and what they want people to understand about the brand.

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7.2 Objectives: Decide what you want to accomplish

On each platform, Banana Boat needs to form specific strategies that ultimately all form

an overarching goal for the brand. They need to differentiate each platform and figure

out what they want each platform to be used for. For example, they can use Facebook

as a community for brand advocates, while they can use twitter to market and share

news about new products, and use Instagram for fun contests, unique visuals and

content, and community engagement through specific brand related hashtags. Banana

Boat needs to decide which platforms they are going to use to market to their audience

and which ones they will use to energize their audience without forgetting to tie them all

together. Banana Boat would also benefit from branding themselves better on Facebook

by changing their cover photo to something more brand specific. On Instagram they

would benefit from creating more unique, visual content. As discussed before, Banana

Boat would definitely benefit from creating an Instagram profile with organized boards

that people could search for their specific needs. For example, they could have a board

dedicated to the best children’s sunscreen with reviews, another board dedicated to

their best self-tanners, and another board dedicated to current coupons.

7.3 Strategy: Plan for how relationships with customers change

Banana Boat needs to figure out how they want their relationships with their customers

to change. For example, do they want them to be more engaged or more informed?

Asking these questions makes it easy to measure past, present, and future brand

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success by providing guidelines to follow and monitor. Banana Boat needs to focus on

specific, measurable, attainable, relevant, and time based goals in order to be

successful on social media. A good example of this is: “Increase website traffic by 25%

by adding social media content. Traffic will compare unique visitors in January 2012-

July 2012.” This way, they can observe and understand how to be more successful and

realize what is working in their favor and what is not.

7.4 Technology: Decide which social technologies to use

Banana Boat needs to decide if they truly have a purpose for each platform they are on.

They need to understand that it is better to be advanced and responsive on two social

media platforms than it is to be sub par on a variety of platforms. Another way Banana

Boat could improve their social media strategy is to consider Groundswell objectives as

a whole. Banana Boat could improve on listening to their customers’ conversations by

listening to what they say to each other. This provides the brand with honest, useful

insight they might not gain from distributing a survey or questionnaire. On Banana

Boat’s Facebook page there are a lot of questions considering expiration dates, animal

testing, ingredients, coupons, child safety, and purchasing procedures. It would be very

beneficial for them to create a FAQ document that they could post on their website and

social media accounts to curb some of these questions and allow fans to help

themselves and each other.

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Banana Boat also needs to focus more on stimulating conversations between fans

instead of always just asking generic questions to the masses on their platforms. They

need to energize their customers by providing an environment where word of mouth can

be spread naturally so that brand advocates can sell others on the product and brand as

a whole. Banana Boat could easily motivate customers to support and embrace each

other by simply responding more quickly to questions and providing resources that are

easy to share such as links to websites or customer service phone numbers. Banana

Boat saw the most activity on Twitter when they did a promotion where they gave away

free MLB tickets. This should indicate to them that contests energize people so they

should do more activities that require audience participation. This will not only build

brand awareness but also customer loyalty.

Figure 15: A Popular Promotion Banana Boat advertised on Twitter for FREE Spring Training Tickets

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Figure 15: A Popular Promotion Banana Boat advertised on Twitter for FREE Spring Training Tickets

8. Key Performance Indicators & Measuring Success

While all these improvements would definitely help Banana Boat on social media, the

last topic that needs to be discussed is measuring success. While measuring success

through specific, measurable, attainable, relevant, and time-based goals is extremely

important, key performance indicators are just as crucial. A Key Performance indicator

is a special type of metric that helps a company or brand understand how they are

doing against their competitors. Banana Boat could use KPI’s to their advantage to

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measure a variety of data such as: share of voice, audience engagement, conversation

reach, active advocates, advocate influence, and advocacy impact, time to first

response, satisfaction scores, topic trends, sentiment radio, and idea impact.

Because there are so many KPI’s available to track it is important that Banana Boat

determines which KPI’s are most pertinent to their brand. Banana Boat could use the

four A’s as discussed in class: awareness, appreciation, action, and advocacy to first

define and then measure metrics by social media platform. For example if Banana Boat

wanted to place the most focus on “awareness”, the weighting of metrics would then be

most focused on awareness, appreciation, and advocacy metrics. After measuring

awareness, Banana Boat would then have to define comparative benchmarks that they

could compare with other social media activity metrics and averages. Since metrics only

have true meaning when paralleled to something else, Banana Boat could compare

their current awareness to the awareness history of a brand similar to themselves and

finally see where they fall in that category. Ultimately, any social media brand must

define their strategy and objectives plus constantly measure their success in order to

stay afloat in the transparent groundswell that is social media marketing.

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9. Conclusion

Overall, it can be concluded that Banana Boat could be doing a much better job on

social media. On Facebook they need to decrease the amount of time it takes them to

respond to peoples questions, comments, concerns, and posts in general. They need to

amp up their branding, provide more humanistic dialogue, and post content that is more

relevant to the brand and what they are trying to accomplish. They must promote

additional positive peer-to-peer interactions as well as listen to conversations about their

brand on their Facebook page in order to make improvements. On Twitter, Banana Boat

needs to create more engaging content, promote more contests, and energize their

followers with relevant information about new product launches. They need to promote

the Banana Boat brand with more regard to who is on Twitter, change up their content

so that it differs from what is on their other platforms, and integrate their Facebook and

Instagram pages with their Twitter. On Instagram, Banana Boat needs to provide more

unique, visually appealing content. Popular brands on Instagram utilize the platform not

only to showcase new products, but also have interactive campaigns, such as the Nike

PHOTOiD Air Max campaign where fans could match sneaker colors with the aid of

Instagram snapshots. It’s this fan interaction, and amazing pictures, that give successful

brands such a strong following. (Searchenginejournal.com) With this being said, Banana

Boat needs to create short inspiring, educational, and entertaining videos that will make

people excited about their brand and what it has to offer on social media. Banana Boat

needs to experiment with different filters, visual content, and hashtags in order to

increase fan reach, engagement, and popularity. Banana Boat definitely needs to create

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a Pinterest account in order to cater to mothers with children, who they define as their

main target audience in their mission statement. They need to create a variety of boards

with organized and varied content in order to appeal to more than just one

demographic. Banana boat might benefit from creating a YouTube channel, however, it

is not necessary. They already have a decent fan base and can promote videos on

other platforms such as Instagram and Facebook if necessary. I do not think it is

necessary for Banana Boat to create a blog either. They would benefit more by

strengthening the social media platforms they are currently on than creating more

platforms to manage and monitor. Overall, Banana Boat has potential to be very

successful on social media. If Banana Boat can find a way to build better, stronger

relationships with their fans, interact with their followers on a more positive level, and

create more relevant, interesting, and helpful content on social media then they will

definitely progress in the future. Banana Boat already has a well-known, successful,

popular brand, now they just need to present themselves that way on social media in

order to maintain and increase their favorable reputation in everyone’s eyes.

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10. References

Davis, Joel. "JMS 462 Advertising and Social Media Strategy PowerPoints." Spring . Professor Davis. San Diego State University , San Diego. 13 May 2014. Lecture.

Li, Charlene, and Josh Bernoff. Groundswell: winning in a world transformed by social technologies. Boston, Mass.: Harvard Business Press, 2008. Print.

http://finance.yahoo.com/news/banana-boat-sun-care-kicks-120000026.html

http://www.mediabistro.com/alltwitter/social-user-demographics_b39963

http://finance.yahoo.com/news/shoutly-study-consumers-trust-social-120000728.html;_ylt=AwrSyCUgWXVTWzcAY6PQtDMD

http://www.searchenginejournal.com/top-25-brands-instagram/67736/

https://www.facebook.com/BananaBoatBrand

https://twitter.com/bananaboat

http://www.pinterest.com/search/pins/?q=banana%20boat%20sunscreen

http://instagram.com/bananaboatbrand

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