Warby Parker Social Media Audit

A look into the company Warby Parker’s social media accounts

Audit done by Brooke Massaro

Section 1: Audit of Brand Accounts

Warby Parker

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Warby Parker 〰️

Section 2: Observation of Social Media Care

The comments across the Warby Parker social media accounts generally fall into two categories. One of those categories is questions about when certain styles of frames will be restocked, or just questions about the brand in general. Another category is complaints from customers about prices, the lack of options of styles, or poor customer service support.  

The positive comments typically go unanswered across platforms, which is a strategy in itself. A company may not want to or feel the need to respond to positive comments online and rather show appreciation for their supporters through specials or discounts on their products.  

However, Warby Parker does respond to negative feedback on their social media and seems to want to engage with their customers. The channels with the most complaints are X and Facebook, to which they respond to most of the comments. When a customer has a complaint about a product they received or the brand itself, Warby Parker replies and asks the customer to privately message them. This is a common tactic that brands use when replying to customers who have issues with their products. This tactic is generally effective because it makes the customer feel that they are having a personal connection with the brand.  

Another tactic that Warby Parker uses that helps with customer satisfaction is quickly replying. Often, customers just want to feel heard or have a quick fix to their problem. By replying in a fast manner, the customers feel like the brand really cares about them and wants to solve their issue.  

Image of Warby Parker frames.

“When life gets blurry, adjust your focus.”

Section 3: Observation and Analysis of Social Media Comments

In order to get an accurate response out of ChatGPT, I had to change the wording of the question. Instead of the question “Please review and analyze these Amazon Review comments about Warby Parker.”, I changed the question to “What are the general customer thoughts on Warby Parker glasses based on their social media comments?” I had to change the wording of this question because Warby Parker does not sell their glasses on Amazon, only on their website and in physical stores.  

A major theme from the customer feedback on Warby Parker is the brand has fashionable, affordable frames, and convenient store locations. As done with their social media, Warby Parker has their finger on the pulse of what is fashionable in eyewear today. Customers also praise their physical store selection. There are 232 stores in the United States, and they have a unique service where the customer can try some frames at home and send back the ones they do not like. Their customer service practices have also been praised, with customers saying they felt welcomed and appreciated throughout the whole process. The suggestions that customers have made across social media platforms are that shipping is not fast enough or asking when or if a product will be restocked.  

A trend that sticks out across platforms is that Warby Parker is heavily involved with their followers. They like to stay on trend, which creates engagement and positive perception. This strategy, which is ever changing and hard to keep up with, has proven successful for Warby Parker.  

A feature of Warby Parker frames.

Warby Parker

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Warby Parker 〰️

Section 4: Closing Analysis and Learnings

What I learned about the Warby Parker brand is that they are very on trend, both in their products and with their social media. Although they are not the most active on some platforms, their presence is still positive. A recommendation in terms of that is more activity on their X account and LinkedIn account. This will help grow their presence as a brand and hopefully promote their positive image. I also learned that Warby Parker, although positively perceived, receives a fair amount of complaints from customers. This comes with the territory, but it was more than I was expecting. Some of their platforms have separate accounts to deal with customer issues, but some do not. A suggestion I would have for Warby Parker has to create a “help account” across all their platforms to aid customers with problems they may have. I had also learned that the most prevalent problem that customers mentioned in the comments on social media channels is questions about when products will be restocked. Warby Parker’s responses to these are somewhat vague and may not lead to much satisfaction. Although they may not be able to give a straight answer, a recommendation I would give would be, in some cases, direct message the customer to further address their problems. This may not work in all cases, but it could create some customer satisfaction.  

A competitor brand to Warby Parker is EyeBuyDirect. They offer similar services in buying frames and they have similar style products. Their content and comments across platforms are very similar to Warby Parker, including trendy posts and influencer collaborations. What I have learned from EyeBuyDirect’s platforms is that they are very focused on their mission statement, and it is on full display on many of their platforms. While this is a good thing, it may lose meaning if it is seen too much. I would recommend limiting where the mission statement is in full. I also noticed that on EyeBuyDirect’s Instagram, there are many pictures of models and influencers showing the products, and less aesthetic posts. I would recommend breaking up the posts of people with aesthetic posts of objects and the products. This makes the feed more interesting and visually appealing. EyeBuyDirect also uses different engagement strategies than Warby Parker, such as giveaways with directions to tag people and comment. I would recommend not using these strategies, as they may come off as tacky and not create the engagement that the company was hoping for.