Social Listening

I selected the Swiffer Wet Jet. I selected this product because of how widely advertised it is to the public. My mother owns a Swiffer, as well as my grandmother, and most of the people who have used it, in my experience, have preferred the Swiffer over the traditional mop and bucket method. Swiffer puts a huge emphasis on convenience and utility. Eliminating the need to pack a bucket around also makes cleaning more efficient for those with disabilities and other ailments that prevent them from using their full utility. Those three things are the main focus of the Swiffer brand. 

   Swiffer also has been marketing to people with pets; almost every one of their Instagram posts had either the mention of a dog, the image of the muddy paws, or the dog was in the commercial as well. It seems that they are pushing their product to people with pets due to the number of messes a dog living inside can cause. They also have brand placement in movies that have come out within the last year, like Hocus Pocus 2, a Disney plus exclusive that has the Swiffer Wet Jet make a cameo as a broomstick in the film. Some issues facing Swiffer are its expensive cleaning solution and mop pads one has to buy whilst using the Swiffer, and it is also a point of contention with some people who prefer the mop method. Overall, I would say that Swiffer is succeeding in its marketing push of the Swiffer Wet Jet; it has essentially become a household name since its origin in the U.S. in 2001 and continues to dominate its field with an almost perfect review score on Walmart and Amazon. As seen in the above screenshot, they are also decently engaged with their community when someone comments if there will be an XL version of the Swiffer, to which the Swiffer social media person replies with a thoughtful and grateful response. I believe the way that Swiffer responded to their customer's genuine suggestions was classy and very well executed.

I learned a lot from this assignment, especially about the company Swiffer itself and how the public perceives the 2 in 1 mop on not only a level of utility but also accessibility and affordability. I am also curious to see how Swiffer evolves as time moves forward. Will they have a robotic mop? Or will they release the XL version of their product?