Social media - the potential and the pitfalls
Manufacturers and retailers are continuing to use social media to market new products and connect with consumers. In this month's management briefing, Jonathan Thomas looks at how and why the likes of Facebook and Twitter are being used - and the potential and the problems of the medium.
Despite concerns over returns or on the ability of social media to reach a mass audience like other forms of communications, the food industry is increasing its use of sites like Facebook and Twitter to market their brands or connect with consumers.
At the brand level, many leading social media campaigns fall into one of the following two categories: to support a new product launch and to assist with marketing and promotional activity.
The world's retailers are increasing their use of social media to promote offers and interact with consumers. However, shoppers also use networks to interact with each other, which can benefit business but is also eroding price as a weapon of competitive advantage.
Social media is likely to assume ever-greater significance within the global food industry but, writes Jonathan Thomas, there is still uncertainty among marketers over how to make the most of the phenomenon.
- Kellogg uses Kashi to finally join party - comment
- Rabobank's early view on Brexit impact on food
- New food waste standard will help monitor progress
- Tyrrells' growth plans - CEO interview, part two
- How could a TTIP affect the food industry?
- Brexit – Live reaction from food industry
- Kellogg to invest in "next-generation innovation"
- PepsiCo "engaging" with Indofood on child labour
- Campaigners attack UK child obesity plan
- Post, ConAgra 'held talks' over Lamb Weston merger
- Top Trends in Snacks, Confectionery, and Desserts; Exploring consumer and innovation trends in key categories
- Frozen Bakery Products Market by Type, Distribution Channel, & by Region - Global Trends & Forecast to 2020
- Singapore Food and Drink Report Q3 2016
- Fast Food in India
- Country Analysis Report: Saudi Arabia, In-depth PESTLE Insights