By following four simple actions on social media, you can turn random followers into raving fans. Being effective on social media takes creativity and savviness, but the key to any good post is authenticity.
Food is personal which makes social media the perfect place to talk about it. Social media gives people the ability to interact with brands when they want, how they want, and in front of an audience of their choice. Long gone are the days of people calling the 1-800 number on the back of their yogurt cup to file complaints. Nowadays, the interaction looks more like this:
Success will come from learning, digesting and consistently implementing the following actions:
- Respond immediately (Timeliness). Food brands need someone on their team who understands nutrition, demonstrates superb customer service, and is on the ball when it comes to social media responses. No matter how negative the online comment may be, if a brand responds to a comment in 10 minutes or less, the commenter will be impressed. Immediate responses make people feel important, and in today’s media landscape, every customer is.
- Can the canned messages (Authenticity). The “BS meter” of today’s customers is highly refined. Ditch the message manuals and speak from the heart. Food brands need communication professionals who have the company’s best interest in mind at all times and fully comprehend the company’s mission. When is the last time you checked in with your marketing team?
- Know when to say goodbye (Tactfulness). No one wants to read a drawn out complaint string online. This is the toxic internet pollution most people try to avoid. If the person drags on and you’ve already responded twice, it’s time to agree to disagree. This person is what is called a “troll” – someone looking to pick a fight – and your continued attention will only fuel the fire. Know when to walk away.
- Give and expect nothing in return (Generosity). Brands that offer customers solutions to everyday problems without asking for anything in return will succeed in building a strong group of brand advocates. Asking for “shares”, “likes”, or “retweets” are outdated, and they never worked anyway. Give your customers sound nutrition information, transparent answers to their questions, solutions to their problems and they will stick with you.
Want a Free Audit of Your Social Media Profiles? CLICK HERE
Who is doing it right? I set out on a quest to find some food brands who are killing it on social media. Using Twitter, I explored each of these brands and gathered examples of how some of the emerging leaders in the food industry are using social media to build consumer trust.
It took InstaCart six minutes to respond to my tweet about my desire for their business to expand to my region. A quick visit to their Twitter profile confirmed that these folks know the importance of quick response time.
Britain-based Innocent Drinks is hilarious on Twitter. They are masters at the delicate balance between humor and promotion. Their authentic tone and easy-going take on life keep customers coming back for more.
Most people are surprised when they learn that Food52 is a retailer. Their social media posts are so pro, you’d think they spend 100% of their time on social media. They publish beautiful, relevant content that tempt the taste buds of more than 500,000 followers. This is one to watch!
If you take away one thing and one thing only from this article, make it this: Post with CARE (Consistency, Authenticity, Relevance, Energy). I could talk about this stuff all day. Contact us if you could too.