From Coupons to Community: Food Retailers Can Do Social Media Better

By: Kelli Windsor, Manager, Member and Digital Communications, Food Marketing Institute 

Social media is constantly evolving —from new trends and tactics to community management tools. As food retailers better evaluate their social media presence, they are transitioning away from using it solely as a promotional tool, and instead tapping into social media’s power for community engagement.

Recently at Future Leaders @ Connect three food retailers, Publix, Associated Wholesale Grocers and Hy-Vee, shared tips and strategies for how to use social media to build communities. In summary, the communications and marketing professionals on the panel stressed the following:

Tell a Story

Social media gives you an opportunity to tell a story – or influence the story. Use it to better inform your customers about your company’s mission and showcase your brand’s personality. Notably, offering your audience visuals remains critical in any social media conversation and a root of storytelling.

Be Authentic

Transparency is essential in social media and it’s imperative that companies bring the same level of customer service they would in the store to the customer’s social media experience.

Love What Your Followers Love

Study the social media patterns and conversations that your customers are having and replicate their behavior. Maybe they love your deli department, or rave about your fresh food offerings; whatever they are passionate about, bring this same enthusiasm to both social media and in-store experience. 

Bring Associates On Board

Different companies use different social media models, but tapping into your associates can be powerful. Provide them with social media best practices and turn-key campaigns that empower them to be company brand ambassadors on social media.

Connect With Your Company’s Social Media Team

At the very least, get to know your company’s social media team. They can help you better employ social media to engage with customers, build a social media community and help you tell your store’s story.

Next steps: Monitor the social landscape, define your audience, write down your objectives, tell a visual story and get social!