Dynamic Process Analysis

 Dynamic Process Analysis: Claire’s Social Media Strategy

Claire’s relies on Instagram for marketing and engagement, especially with their young target audience. A dynamic process, like social media marketing, must adjust quickly to trends and customer feedback. Claire’s creates trendy reels, product promotions, and themed content that resonates with tweens and teens. (See Appendix Image 2 for Instagram Analytics)

Following the steps of an SMIS (Social Media Information System) plan:

• Claire’s tracks engagement metrics like likes, shares, comments, and profile visits

• Their value to the audience is fun, trendy content that matches teen culture

• Their target audience is tweens to young teens

• Claire’s likely uses Instagram Insights and other tools to evaluate performance

Estimated Social Capital: Claire’s has:

• 1,000,000 followers

• Relationship strength: 0.6

• Average value per customer: $30 Using the formula: 1,000,000 × 0.6 × 30 = $18,000,000 in social capital

Claire’s uses Salesforce for CRM and Aspire Systems for analytics. These tools support integration and help bridge data across departments. Salesforce likely helps manage customer relationships, and Aspire supports business intelligence efforts.

Enterprise Resource Planning (ERP) tools are  in place, as Claire’s operates internationally and needs to streamline HR, accounting, and inventory. Vendors like SAP, Oracle, and Microsoft are common in retail. In addition, Enterprise Application Integration (EAI) may be used to help older systems share data and eliminate silos.

Enterprise 2.0 Tools and Collaboration

Claire’s may also use Enterprise 2.0 tools like shared dashboards, messaging apps, or tagging systems to support team collaboration across locations. This is summarized by the SLATES acronym (Search, Links, Authoring, Tags, Extensions, Signals) (McAfee, 2006). These tools improve internal communication and responsiveness.

Security Policy and Content Moderation

Claire’s uses SSL encryption for customer data protection, as stated on their website (Claire’s, 2024.). While no employee social media policy is publicly posted, it's likely that internal guidelines include:

• Representing the brand positively

• Handling negative feedback with care

• Avoiding sharing internal data

Example response to a negative comment on TikTok might be: “We’re sorry to hear this! Please reach out to our customer service team so we can help.”

Conclusion

Claire’s combines a structured sales process with dynamic social media marketing to stay competitive. Their use of POS systems, CRM platforms, and social media tools supports both operational efficiency and customer engagement. Improvements to data integration and employee training could further streamline operations and boost performance.

References

• Laudon, K. C., & Laudon, J. P. (2020). Management Information Systems: Managing the Digital Firm (15th ed.). Pearson.

• McAfee, A. (2006). Enterprise 2.0: The dawn of emergent collaboration. MIT Sloan Management Review. https://sloanreview.mit.edu/article/enterprise-20-the-dawn-of-emergent-collaboration/

• Claire’s. (2024). Security Policy. https://www.claires.com/us/security-policy.html

• Aspire Systems. (2025). Claire’s and Aspire Systems innovating retail with composable commerce. https://blog.aspiresys.com/retail/claires-and-aspire-systems-innovating-retail-with-composable-commerce

• Apps Run the World. (2025). Claire’s Stores USA. https://www.appsruntheworld.com/customers-database/customers/view/claires-stores-usa