DORCO USA: Listening and Discovery Report
Introduction
In this report we had the opportunity of working with razor company Dorco USA, we throughly
go through the analytics and movements of how Dorco USA engages its audience on all
platforms of social media. Throughout the report we’ll breakdown the SWOT analysis and view
many of the competitors that challenge Dorco USA, also while work-ing with our client we will
go through a social listening exercise process and to give a full audit of how our client produces
content on its social media platform. Our goal in this process is to obtain information from our
client and fix the issues that they face with social media.
Foundational Listening
Dorco’s leadership roles are minimal and they don’t seem to have a clear focus on how to
propeller use social media. They do not have a mission statement which makes you wonder what
exactly their objective is. Their external audience tends to be younger men and their marketing
rep is to blame. When advertising women’s razors and accessories, they don’t really have high
quality pictures. They use a link to a girl’s YouTube page and that doesn’t really draw attention
as well. Although they are trying to incorporate that they’re keeping up with social media and
touching on recent holidays, World Series, etc. They don’t really have any drive behind the
picture, it’s just a picture of the Chicago Cubs. There is no razor, no promotion, or anything
