Is Lowe’s The First Brand To Adopt Jelly?

lowes-logo-300pxA new social network or online community comes along and every brand has to answer one basic question: Should we be active in this channel? No matter whether you’re among the world’s biggest brands, or a small home-based business, that’s a question you have to wrestle with.

Lowe’s, the home improvement retailer, appears to have wrestled with that question and answered “yes” when it comes to Jelly, the new social search/Q&A app that just launched last week.

Jelly invites users to post questions with a photo attached. From what I’ve seen during the first week, a lot of questions have been less-than-serious and mostly about users kicking the tires and learning how Jelly works. But Lowe’s spotted (or perhaps was alerted to?) a serious question that asked how to mount art on a brick wall, and delivered a helpful reply. Jelly highlighted this in first-week recap yesterday.


As far as I know, Lowe’s is the first brand — or at least major brand — to be active on Jelly. They were also an early adopter on Vine, Twitter’s six-second video platform.

There’s no way that I can tell to find out if Lowe’s has answered or asked anything else on Jelly. That linked username above their reply sends you back to their Twitter account; Jelly doesn’t offer profile pages at the moment that collect all of a user’s activity.

After a brand wrestles with the Should we be active here? question, the next questions are things like, Are we getting any benefit? and How long should we stay active? We’ll have to see how Lowe’s answers those.

By the way, if you know of other brands that have used Jelly, drop us a note in the comments.

Related Topics: Channel: Social | Search Engines: Answer Search Engines | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Amanda Grinavich

    Not sure if they were the first, but I love how they used it here. Other brands have been using Jelly but a few of them seem to have jumped on it for the sake of jumping on it – versus using it strategically. It will be interesting to see how brands put this to use creatively. I have to imagine Jelly will add a search function at some point, and that will make it easier to find appropriate questions to respond to.

  • Mike McGrail

    Lowes are a great example of a brand that are spot-on with social. Jelly is interesting, as I feel there may be a bit of a revolt against brands on it, unless they are truly helpful at all times, which will take some serious time resource. The fact that it isn’t currently searchable also poses as a problem, as it will be a case of sifting through many questions in order to find the gems that are worth answering.

  • Luke Dennison

    It’s the people who get in first that are always ahead of the game. Remember, if you can see the bandwagon, 9/10 it’s already to late.

  • JustConsumer

    Well, according to the example provided this is new eHow ))

    How to mount ?
    1. Find the spot ;
    2. Drill the hole ;
    3. Put the screw in.

    P.S. Feel free to sue Lowes, when your TV will fall off the wall, since you followed personal documented advice of the licensed company.

  • Darpan Ghosh

    This should be the way! I strongly feel that brands, small companies, even individuals with specific subject-matter expertise can make excellent use of Jelly! The best part, unlike Google Helpouts, you don’t have to go through the extensive video making process or sitting down before your PC for hours! If they brands hire a couple of more guys (with social media management experience), they can easily shuffle through the questions, deliver quality response and expand the scope of brand loyalty! My guess is in due course of time Jelly will be more popular than Pinterest!

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