In 2012, Taco Bell altered their social media strategy and decided to focus on customer engagement. Taco Bell’s goal was to alter the relationship they had with their consumers; they wanted to be recognized as a “friend” rather than a “company” which in turn allowed them to communicate to their consumers in an authentic manner. They implemented a social listening tool called Fishbowl which was used to monitor and track conversations consumers were having online about the Taco Bell brand. Through this tool, they discovered that their loyal consumers were neglected, since they were not receiving exclusive promotions that were offered on their social media pages, and this issue was highly problematic because the promotions were targeted to these consumers.
Moreover, Fishbowl helped Taco Bell actively respond to their consumer inquiries and address their needs directly. These tactics improved Taco Bells engagement and strengthened their consumers’ perception about the brand because it has allowed Taco Bell to tailor their product offerings. Fishbowl was crucial to the launch of their Doritos Taco promotions because it ensured that their consumers were not only aware of the promotion, but they had the opportunity to try it out.