This is a question my friends and I often ask each other when we go anywhere and everywhere. It could be a hot new restaurant in the city, grocery shopping at our Whole Foods Market®, or a new clothing store on Michigan Avenue. It seems we are always electronically connected to each other, sharing details on new product findings, sales/deals (I love a good sale!) and anything different or unique.
Between Facebook®, Twitter®, Yelp®, YouTube® and Foursquare®, social media has become a part of our daily lives and engrained in our culture. It has completely changed the way consumers receive information and communicate with each other, and is a modern form of word-of-mouth marketing. Marketers from almost every industry have made social media a significant part of their marketing programs. I say almost because… well, the meat industry has only had minimal participation.
In the last four years, I’ve seen many industry “meat guys” – meat directors, brand managers and producers – who are constantly on their Blackberrys, iPhones and even iPads, perhaps checking email, reading the headlines of the day or coordinating with other meat guys to play 18-holes that afternoon. One thing is for sure. They are definitely not Tweeting, discussing issues on a LinkedIn group or checking their Facebook page to see how many new fans “Like” their brand. And I often ask myself, why aren’t they?
The opportunity in social media is endless for meat marketers. And simply having a Facebook page is not enough. With the continuing growth of branded meat products, there is a significant opportunity for retailers and packer/processors to get online and engage with consumers, offer meal solutions and even cost savings – all of this ultimately leading to increased sales and consumer loyalty.
Meat guys – here are a few tips to help boost activity on your Facebook page and continue building a fan base to endorse your brand.
- It’s not all about you. It’s all about the consumer and making it fun for them. Ask your Likers questions about their favorite beverage to pair with meals or about their favorite cooking show. The goal is to build a community, not just push marketing messages and recipes.
- Processors – Are your retail accounts active on Foursquare or Yelp? Work with them to give away a pack of awesome steaks to their Foursquare Mayor or Yelp Duke or Duchess before major grilling holidays.
- Have a LinkedIn profile, but haven’t logged on in years? Get back on and connect to peers and prospects. LinkedIn is great for networking and building relationships outside industry meetings and events. Have you visited the Meat Industry LinkedIn Group? While they have more than a thousand members of key industry influencers, there is very little dialogue on the group’s page.
Maybe one day in the near future I’ll download an app for my favorite pork brand, see that my local grocery store is featuring it, check-in at that grocery store to unlock a coupon, download a recipe on to my iPhone and prepare a great pork dish at home. A girl can hope!
Interested in starting a social media program, building a fan base and building customer loyalty? Follow us @MidanMarketing. If you prefer the old fashion way, call me at (773) 276-9712.