And the envelope please: who is best at social media? - The Packer

And the envelope please: who is best at social media?

03/07/2011 12:35:07 AM
Tom Karst

I think there should be a Fresh Talk award for "best social media campaign" in the category of fresh produce/fruits and vegetables.

What company/group do readers believe has done the most outstanding job of capturing the social media market? I would like to hear your thoughts.

Of course, this doesn't mean I'm ordering a silver bowl and engraving the would-be winner on the bowl. I just think it is about time for an award like that.

I'm sure there are many industry players who have been quite progressive. What's the most audacious accomplishment of any produce company on social media? Any thoughts?

The challenge of using a medium like Facebook for marketing is that connecting with consumers is that consumers can't be trusted to hit the "like" button just because you want them to.

For example, the Fruits and Veggies More Matters page on Facebook shows that 4,146 people "like" the page.

On the other hand, the Facebook page "I fail at 5 a day" has more than 93,254 people who "like" it.

That is not to say that Facebook is a lost cause, only reserved for ironic and jaded expressions from too-cool "fans." I note that Whole Foods Market has more than 484,000 Facebook users who "like" the page.

The "I fail at 5 a day" site originated in the U.K., and the author of one U.K. produce-focused social media blog, Growing Direct commented:

So, back to the initial problem, how can we increase fresh produce consumption in the UK?

The answer – we must get fresh produce on the map in the social media world. We must engage with our core customers, talk to them in their language, through their medium and tell them the key benefits of fresh produce that is relevant to their lives.

Using social media, fresh produce can compete alongside multi-million pound convenience food businesses – size doesn’t matter. In fact, the smaller the business the better, the more flexible it is, the easier it can adapt and evolve, keeping itself relevant to their customers’ needs and wants.

TK: Perhaps this social media guru wisdom is a little simplified and pie in the sky, but companies that meet consumer expectations at store level may also be in a good position to earn their trust - and favor - online.



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