Peter Duggan, Strategic Information Services, Bord Bia-Irish Food Board
Any food and beverage company serious about growing their business by using social media should have a look at the latest research conducted by Coca Cola.
The Coca Cola Retail Research Council have updated their large study on Untangling the Social Web: Insights for Users, Brands and Retailers, with a large “how to” guide for businesses on communicating through social networks-which should they use, how to gauge success in building customer relations, expanding reach and building sales.
Once a company has established their on-line strategy, it is imperative that they engage with their audience. This involves being authentic, transparent, sharable, approachable, consistent, engaging like a peer. Also have a plan that can be flexible through a content calendar.
In terms of assessing the strategy that has been created, it is important to define and measure success by using the following three steps:
- Translate the data
- The “How To” of measures
- Evolve social efforts
This research is a good way to cut through the jargon that comes with these new powerful channels of influence.