Charles Allison's recent articles
AMD's Facebook announcement proves the importance of knowing your audience
Minimal engagement in AMD's CEO announcement suggests that Facebook fan pages may not be suitable spaces for business alerts and highlights how important it is that brands understand their social media audiences.
On August 25 computer processor company AMD (Advanced Micro Devices) announced that it had named Rory Read as its new CEO. It posted an announcement and a link to Read’s biography on its Facebook page, along with a link to a video of Read’s first address to AMD employees.
- Relatively few consumers mention the new CEO, despite commenting under the CEO announcement: Most consumers post general comments or comments about the new Bulldozer processor, suggesting a lack of engagement with the CEO announcement
- Fans react more positively when discussing AMD generally than when discussing the CEO: Although the majority of comments about Rory Read are positive, some are negative, as users complain that they “honestly don’t care” and “don’t give a damn” about the new CEO
- The majority of consumers discuss AMD generally and do not make reference to the new CEO: Facebook fans discuss their “love” of the brand and the new Bulldozer processor, but few make reference to new CEO Rory Read