Dunkin' Donuts

Once you’ve spent some time looking around Dunkin’ Donuts various channels you soon realize that, although content is distributed semi-exclusively to certain channels (Vines don’t appear on Facebook, Instagram posts don’t always get posted to Google+) Twitter acts as a central hub for all of it. Which is great if you’re a Twitter follower, however it also calls into question why you would bother following its other channels.

Dunkin’ Donuts recognizes that although it may not have been set up as such, branded Twitter accounts often attract customer service inquiries. Operating in a public space means that inquiring consumers will see this as an opportunity to communicate with you, especially if other customer service channels are harder to find.

Twitter

Congratulations to Dunkin’ Donuts for having one of the most attractive looking Twitter pages in existence. Although it’s a shame users normally only see it once.

 

 

Instagram

If you’re already following the brand on Twitter or Facebook, there’s little point in following it here. However if you’re part of the upcoming younger generation of smartphone users that exclusively use mobile-first networks like Vine and Instagram, then there’s much to enjoy.

 

 

Pinterest

Dunkin’ Donuts has an attractive and varied Pinterest page, proving that even though a brand may only have one ‘speciality’ many different facets can make up the perception of a brand. Here they show corporate mascots Cuppy and Sprinkles enjoying some quality time together.

 

 

Google+

Dunkin’ Donuts is doing slightly above average work with Google+. Although that basically means it’s remembering to post its content from other channels on a daily basis. Most brands have only gone as far as claiming their own page.

Much like any business that is wise to the power of Google+ and the advantages of having a regularly maintained presence on the network in terms of search rankings, this is possibly more of a SEO exercise than one done for engagement. Dunkin’ Donuts is continuing to make Twitter a focal point of its overall marketing strategy by implementing mobile into the mix. From a marketing perspective, knowing that its guests increasingly rely on their mobile devices also offers Dunkin’ Donuts opportunities to drive social participation through mobile channels.