While I was hungry and waiting for dinner, I decided to torture myself by looking at the Twitter profile for Domino's Pizza. At first I didn't pay close attention to the posts, but as I scrolled down Domino's feed, I noticed a tweet with an emoji.
For those of you who aren't familiar with the term, an emoji is a cartoon-like picture you can insert into text messages, Facebook posts, Tweets, Insta posts and more. Since my friends and I, like most Millennials, love emojis—and even use them to have entire conversations over text messages—the tweet caught my attention and I started reading the posts. I then discovered Domino's latest innovation; the pizza chain now allows customers to place their orders by either tweeting or texting the pizza emoji.
This trend is thrilling because it's an example of companies embracing the ever-changing digital world and connecting to Millennials in a unique and appealing way.
A word to the wise—even though I believe there are many organizations that could benefit from using emojis on social media, there are also some groups that should avoid them. To determine whether your company should use emojis, you need to consider your audience. Companies that aren't targeting Millennials should steer clear of this trend since emojis tend to annoy non-Millennials. You also need to evaluate whether the fun, goofy emojis match the tone of voice your company wishes to portray. If you are trying to sound serious, emojis will not be a good fit. On the other hand, if you are targeting Millennials and the tone of an emoji fits your brand, go ahead and take advantage of this trend.
Public Relations Intern