The call for an audit of Facebook’s metrics comes a week after the social network acknowledged inflating its video metrics.
The retailer turns to the social network to promote its ExtraCare rewards program.
CVS/pharmacy is relying on consumers’ predilection for spending time on Facebook to promote its ExtraCare rewards program.
CVS wants more consumers to use the loyalty points they’ve collected through the program. That’s why, in addition to redesigning its paper receipts to more prominently feature the rewards, CVS is posting videos on its Facebook page to promote the program. In one, a consumer leaves a store, tossing aside the receipt, only to be followed home by the anthropomorphized receipt. There, she picks up the receipt and see the rewards she was about to lose. CVS’s Facebook page allows consumers to vote for, and comment on, their favorite video. The retailer calls the campaign MoneyTrashers.
Social media is an important part of promoting the program, a spokeswoman says. “Over the past year, social media has become an important way for us to engage with those customers who prefer to connect with us in that way,” she says. “We want to make sure we are fostering a sense of community among our cardholders and joining the conversation in a way that adds value to it.”
This is not the first time that retailer has taken to social media. In February 2010, CVS launched a Twitter feed that spotlighted special offers and sales.