Social media: Opportunity not threat for food manufacturers

14-Aug-2011 - Last updated on 15-Aug-2011 at 15:50 GMT

Do you know your Facebook from your Twitter or your Linkedin from your UTube? Matthew Yeomans will addresss how to use social media platforms such as these, and others, to benefit your food manufacturing business at Food Manufacture's 2011 Product Recall conference at the National Motorcycle Museum on Wednesday 23 November. Joining him on stage to share the latest advice on product recall and food safety topcis will be a stellar line-up including Andrew Rhodes, director of operations at the Food Standards Agency. See article for details.

Social media tools, such as Twitter, Facebook and blogs, are more of an opportunity than a threat for UK food and beverage manufacturers, according to leading social media consultant, Matthew Yeomans.

Speaking after a week when social media dominated news headlines during widespread rioting, Yeomans told FoodManufacture.co.uk: “Too many food and drink companies regard social media as a threat. In reality, it offers powerful marketing benefits.”

Yeomans, who will address the subject at Food Manufacture’s 2011 Product Recall conference at the National Motorcycle Museum on Wednesday November 23, said: “Deploying old-school PR methods to defuse a crisis is no longer acceptable corporate communications practice in an age where damaging ‘news’ can break from a Twitter feed, blog post or YouTube clip.

“While these social tools can sink the reputation of a slow-footed organisation, they can be used to great effect by the social-savvy company to manage its communications swiftly, openly and with greater impact for stakeholders in a time of crisis.”

Market research

Tools such as Twitter allow manufacturers and marketers to monitor what consumers are saying about their products – as they make the comments. Twin benefits include early warning about consumers’ criticism of products and services and market research conducted in real time.

Two examples of social media’s power include the US crisp product SunChips from Pepsi-Co subsidiary Frito-Lay and Cadbury’s Wispa bar.

Earlier this year, Frito-Lay introduced a quieter version of its biodegradable SunChips bag after criticism, made on Facebook and Twitter, that the original packaging was too noisy.

The firm then invited consumers to approve the new design on its Frito-Lay's Facebook page pledging a free bag of chips to the first 24,000 people who gave their approval.

The initiative was rewarded with Guinness World Records title for ‘Most Fans on Facebook in 24 Hours,’ after the site won 1.57m new ‘likes’ or fans.

Closer to home, Cadbury’s Wispa chocolate bar owes its rejuvenation to social media campaigning, said Yeomans.

Poor sales prompted the firm to withdraw the product in 2003. But a Facebook campaign started by fans prompted the company to re-launch the brand with a relatively modest budget of £1.5m. Since relaunch, it has generated sales of more than £86.5m becoming one of Britain’s best-selling chocolate bars.

“Cadbury’s is a good example of a company listening to what its customers were saying on social media platforms and acting on it by relaunching a specific product,” said Yeomans.

Brand reputation

But social media can be more than a listening post, it can also empower companies to confront criticism and respond directly to damage caused to brand reputation. Acting quickly and responding using the same medium as the criticism was delivered are two key rules, he said.

One inspired example is the response of Domino Pizza's ceo after two employees posted a video on YouTube showing themselves depositing what Yeomans tactfully referred to as “nose material,” on one of the company’s pizzas.

“The ceo did something that was best practice by posting his own video on YouTube linked to the original video re-assuring consumers about the company’s commitment to hygiene standards.”

So, think positively about social media and turn its many benefits to your commercial advantage, advised Yeomans.

Later this week on FoodManufacture.co.uk: Twitter, Facebook or Linkedin? Which social media platform offers the best potential to boost the brand reputation of your food manufacturing business? Don’t miss Matthew Yeoman’s topical advice.

Meanwhile, to book your place Food Manufacture's 2011 Product Recall conference, click here.