Exxon Mobil is the largest refiner and marketer of petroleum products
in the world and was formed by the merger of Exxon and Mobil in 1999. The
company is also the world's largest company by revenue and largest publicly
traded international Oil and Gas Company according to Fortune 500 2012. Exxon
Mobil adopted various social media channels to be in touch with its customers
and various other stakeholders. Since April 2006, Exxon Mobil has been active
on YouTube and the channel has more than 1200 subscribers and close to 700,000
views. The official channel of the company has videos highlighting the real
time updates of the company, employee videos, advertisement campaigns, and
videos from the top management and leadership discussing various issues
regarding the company and its products, environment issues, challenges and the
company efforts.
Another major effort of Exxon Mobil is its Perspectives blog which is run
by Ken Cohen, ExxonMobil's vice president of public and government affairs. The
blog talks about company's views on the issues, policies, technologies and
trends that are shaping the energy industry and Ken Cohen talks about ideas and
actions from industry, governments, researchers and many others that affect the
world of energy. The blog was started in November 2011 and it is widely
followed and read by many people online. Exxon Mobil also has an official
twitter account with close to 26,000 followers and more than 1000 tweets and
the company only provides news about the company and various activities of the
company in different locations. For further discussions, people are directed to
Perspectives blog.
Exxon Mobil does not have an official Facebook page but there are many
pages on Facebook that is filled with lot of negative criticism. The company
does not seem to be interested in a Facebook page but is very active with a
blog, Twitter account and YouTube channel. Exxon Mobil uses Facebook to
aggressively market its flagship brand Mobil 1 — the world's leading synthetic
motor oil. Mobil 1 Facebook page was launched in March 2008 and has close to
60,000 likes. With a focus on making new friends and market its brand along
with a Facebook page, a dedicated channel on YouTube and an online
game was launched enabling players to take part in a virtual race against Lewis
Hamilton, awareness of the brand is going from strength to strength – the game
alone has been played over five million times worldwide.
Exxon Mobil has also launched Apple iPad, iPhone and Android applications
for their customers. The ExxonMobil application for iPad provides immediate
access to ExxonMobil’s Perspectives Blog, a vital source of energy news and
analysis, continually refreshed and relevant, and includes access to
ExxonMobil’s library of publications, stock information, news, videos and more.
Exxon and Esso Mobile Fuel Finder apps provide real-time maps, driving
directions and station information for nearly 10,000 Exxon and Mobil retail
locations across the continental United States and Europe. Overall Exxon Mobil
is active on those social media platforms which it feels relevant for its
engagement strategy with customers and other stakeholders.
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