As we know, the relationship between the entity (or business) and its consumers has progressed from one-way to two-way communication as a result of the internet and social media use in particular. You could say that when entities and consumers were in their one-way communication relationship that the entity ‘wore the pants’. So this raises an important point, with social media becoming the new intermediary in the relationship… Who wears the pants now? Continue reading
We all know that word of mouth is the most effective medium for gaining new customers and generating leads. But as more businesses compete on social media for attention, gaining the trust and support of new customers becomes increasingly difficult and time consuming. Thankfully, brand new Australian social media site Recomazing may hold the solution:
In an online world where everyone’s a critic, strategic management of your reputation is imperative.
The world of social media is entirely public, where posts and tweets can be viewed a hundred times over from all corners on this Earth. The more popular a post, the more reach it will receive in the world. Which is great!… But not when your post is gaining less than favourable popularity! Social media is much like a double edged sword. Continue reading
From a PR perspective interactivity is the pride and glory of using social media. It allows large, often inaccessible corporations to have a one on one connection with their consumers. Have you ever stumbled across Woolworth’s Facebook page? If not then may I suggest you get onto that. With a mixture of customer comments and questions, to Woolworth’s witty responses and hilarious posts, it’s no surprise that Woolworths Facebook followers have skyrocketed. Continue reading
Food porn in social media has skyrocketed in recent years with the growing popularity of Instagram; it seems that every second post is a photo of someone’s meal! <!–more–>
Because of the development of apps such as UrbanSpoon, Yelp and Menulog, restaurants, cafés and food trucks have come under more public attention and scrutiny than ever before. Increasingly more power has been given to consumers, which means that anyone with a phone or a computer with access to the Internet has the ability to contribute a review or a rating. Inbuilt cameras on phones make food photography simple and reasonably discreet, and sharing those photos with friends and followers on Facebook, Twitter and Instagram have never been easier.
But what does this mean for the food industry?
(A: Free publicity!)
And how does one take advantage of the public’s obsession with food?
(A: With effective use of public relations of course!)
Here’s a video on a discussion of the effects of social media on the food industry. Skip to 3:10 to find out what owner of ApprovedFood.co.uk, Dan Cluderay believes is the most effective social media platform for food:
It’s true that we trust our friends’ and loved ones’ suggestions over a targeted advertisement or campaign, therefore personal recommendations are extremely valuable and hold the most persuasion power (Regan, A., Rutsaert, P. et al., 2012). So how would an upcoming food business be able to actively utilise and take advantage of this in a public relations campaign? One example comes from a Melbourne ramen restaurant, Fukuryu Ramen. Fukuryu Ramen runs regular competitions for free meals and giveaways under their public relations campaign, “How Do You Fukuryu?”. The way the campaign works is that customers take selfies with their food at Fukuryu and must upload it to Facebook and tag the restaurant
in the picture. Once a month, the best selfies are displayed on Fukuryu Ramen’s main Facebook page and the user is awarded with a free meal. It’s successful in that there is an incentive for taking the photos, and once they are uploaded, are visible to the individual user’s friends (usually in the hundreds). This means that even if they don’t win the competition and have their selfie displayed on the official page of the restaurant, there’s a good chance that their Facebook friends will see it. The lure of a free meal may not work across all customer demographics, but Fukuryu Ramen’s target consumers are students and with that in mind, this campaign works extremely well.
Now that’s some food for thought!
Fukuryu Ramen’s Facebook Page (last accessed: April 13, 2015)
Regan, A., Rutsaert, P. et al. (2012) Trends in Food Science & Technology: The use of social media in food risk and benefit communication, vol.30:1, Focus Business Communications, Southampton, UK, pp.84-91
Let’s face it, our publics have become skilled at scrolling the mouse even faster down a webpage and unrelentingly pressing the lock screen on their iPhones when they grow bored. If you haven’t read my last blog, we all nodded our heads toward social media’s video centric focus. Be alert though, because this only means that there’s even more content out there in the social media wilderness to compete with.