Facebook. Foursquare. Instagram. LinkedIn. Pinterest. Twitter. Vine. YouTube. A few of the most popular social media platforms that vie for everyone’s attention every day. From a food marketing perspective, social media can have a great deal of utility in connecting with consumers, building brands, and generating sales, but with one big caveat: they need to be designed as marketing tools and not simple diversions.
Everyone looks for some diversions everyday…an opportunity to disconnect from daily responsibilities for a short while. Social media fills that need very nicely. However, with the right focus and messaging, social media can be designed as a powerful marketing tool.
Here’s the difference:
Facebook as a diversion: check to see what other people are doing
Facebook as a marketing tool: stay connected with food brands, products, and other consumers
Pinterest as a diversion: browse interesting images
Pinterest as a marketing tool: search for menu and recipe ideas, serving suggestions, and food products
Twitter as a diversion: follow amusing hashtags and conversations
Twitter as a marketing tool: source of real-time food product information and consumer engagement with products
To make effective use of social media, food marketers need to consider their brands from several aspects. While there will always be some diversionary aspects to a brand’s social media, combining those with marketing aspects creates marketing value in social media.
An emotional outlet: the connection consumers have with food brands and products
A mental escape: the opportunity to use food brands and consumer experiences as a brief diversion
A learning opportunity: how food brands and products can be used
A purchasing resource: where to purchase specific food brands and products, and promotions and incentives to purchase
By keeping all of these perspectives in mind and offering engaging content, food marketers can create loyal fans who frequent their social sites and share with their networks. In this way social media platforms transition from simple diversions to real marketing tools.
