For Canon, putting time and effort into its social media presence is already reaping benefits, with its Facebook and Twitter accounts garnering a rapid and constant increase in followers.

Since creating its Twitter account in August last year, Canon SA has racked up 5 000 followers, with its Facebook following triple that at present, coming in just under 15 000 likes. Part of the reason for the rapid growth has been word of mouth, another has been due to some clever campaigns. Most recently, the #photoaday competition was launched in March, which invited image lovers to submit their photos, on which the community would then vote for the best. As a viable enticement to enter, the winner would nab an EOS 100D.

Additionally, Canon’s Facebook page also hosts a weekly theme, with the best photographs chosen every Friday, and the winner receiving recognition on the site for their work.

Payoffs and purposes

The real payoff of embracing social media, explained Michelle Janse van Vuuren, marketing manager at Canon SA, is coming from greater community engagement. More specifically, the company’s Facebook page has become a platform for Canon and its users to share their images, offer tips on photography as well as guide photographers in the right direction with regards to which cameras and lenses would be best suited to their needs.

Indeed, Janse van Vuuren noted that many people seem to come to the page for camera advice – and reported that a full 80% of Facebook and Twitter messaging focuses on photo and video products. This also created an opportunity for more visitors to be made aware that Canon offers an end-to-end solution, and make people alert of the printing options on offer as well. Canon SA’s Facebook community fosters a wide variety of photographic genres, including wildlife and portraiture as just two examples, and thus is open to a broad array of photography enthusiasts. Refreshingly, the Canon social media initiatives do not rely on advertising.

Along with reaching out to users and offering those new to the craft a host of tips, the social media platforms also showcase Canon’s focus on the environment, and how the company is aiming to be more environmentally friendly. It also links into Canon’s yen for conservation, and its willingness to sponsor worthy ventures with camera gear. Canon SA stressed that interaction on its social media presence is not reliant on whether or not one owns a Canon product.

Planning ahead

As for the recent proposed changes by Facebook, that it would start charging businesses using the social network to promote their brand, or face only a fraction of its posts being seen, Canon isn’t perturbed. While it is currently investing a great deal of time into its social efforts, Canon expects to be wherever its audience is at the end of the day.

While Facebook and Twitter remain Canon’s primary social media platforms of choice, for the moment, this too could expand a little in the near future. The company has plans to incorporate Pinterest as well a little later this year. Ultimately though its goal is social – to get more people interested in and excited about the wonders of imaging.

Find Canon SA on Facebook: https://www.facebook.com/canonRSA

Twitter: @Canon_SA