Brand of the Day: How Target Deftly Handles Complaints on Facebook

Responding to all, especially the angry

Headshot of Kristina Monllos

Target may be the No. 2 general merchandise retailer in the U.S., behind Walmart, but that doesn't mean it's too busy to reply to your Facebook posts. It will. Often. 

A quick glance at consumer posts on the Target Facebook page reveals plenty of inane questions (why not just go and see if the store has Halloween paper towels?) or random gripes (yes, express checkout would be faster if customers didn't sign up for store cards at the register, but such is life). Still, Target responds to almost all of them, and maintains an unceasingly cheery, helpful demeanor in doing so.

That's exactly the kind of treatment customers want from the bubbly, colorful brand. 

Social Media Profile (as of 10/1/14)

Facebook Likes: 23.1 Million

Twitter Followers: 1.38 Million

Instagram Followers: 364,297

Pinterest Followers: 201,622

The brand is quite responsive on Facebook and Twitter, but the better social feeds to follow are its Instagram (super colorful) and its Pinterest (so many helpful pins). 

Recent Advertising

Target has a wide variety of gadgets, gizmos and get-ups for sale, and over the years it has perfected the art of showing countless products in ads in inventive ways.

Fast Facts

  • Before Target, there was Dayton's, an American department store chain founded by George Draper Dayton. Dayton's founded Target as a discount retailer. 
  • What Target is today began in Roseville, Minnesota, in 1962. The company claims the nickname "Tar-zhay" was coined the year it opened. There are 1,795 stores in the U.S. and 130 in Canada.
  • The brand considered 200 names. Once it landed on Target, the logo was a no-brainer. (See the original bull's-eye logo on the right.)
  • In 2003, Target began its collaborations with big name designers; Isaac Mizrahi was the first. Now, the company has had collections from Jason Wu, Alexander McQueen, Rodarte and Missoni, among others. A collaboration with TOMS is slated to hit shelves this November. 
  • The company caught heat last year when its security was compromised and 40 million credit and debit cards were affected. 

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.