Petco recently signed up its 500,000th Like on Facebook.
And since the internet was built primarily for posting pictures of cats, it’s safe to say Petco’s biggest social media asset is… other people’s PETS! Yes, the power of cuteness is on full display on Petco’s Facebook wall.
In a regular feature, Petco invites users to caption the ridiculously cute pet photos regularly submitted by the online community.
They also encourage user interaction through contests – like the recent “Howl-o-ween Contest” which prompted users to solicit their Facebook friends to vote for their submissions, increasing Petco’s visibility.
These kinds of social media interactions are a natural extension of Petco’s in-store ethos. They’ve long had a tradition of holding gathers, contests and events in their stores. That same impulse translates well in their online space as they attempt to rally not just on online fan-base, but a community of pet owners.
Petco’s Facebook wall is a forum where pet owners can seek advice and give answers.
“Hi, what is the best thing to get for a new puppy?” asks a user. Or, our personal favorite, “Has anyone else’s cat ever urinated in a plastic bag next to their litter box?” (So far no takers on answering that one.)
There are plenty of places online where pet owners can congregate, but Petco’s regular online interaction, encouraging and highlighting their consumers’ passion for their pets, makes Petco’s Facebook page a destination for pet owners.
The Petco lesson: don’t underestimate the power of CUTE for engaging your consumers.