SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

News > Market Trends

Read more breaking news

 

 
Loading...
Key Insights from Food Vision

Are food companies getting social media right? In a word, 'no'

4 comments

By Nathan Gray+

24-Apr-2014
Last updated on 06-May-2014 at 16:15 GMT

Fear is a major roadblock to many food companies getting it right when it comes to social media, according to business mentor and entrepreneur Mike Greene.

Many food companies are getting social media wrong because they are controlled by older managers who are scared of the changes that embracing new ways of working can bring. However, firms looking to change should not just hire the first young person to show a bit of skill in social media either, warned Greene.

"It seems to me that a lot of the people who hold the budget [for social media] at companies are that little bit older, so they are not really naturally with social media," he told FoodNavigator after speaking at the 2014 Food Vision event in Cannes.

"It scares them and they don't know what to do, so they stick to the media they know," explained the business mentor, philanthropist and author.

"To me it's a bit like when the car was invented, and people were going around on horses. They couldn't believe that it was really necessary. They couldn't believe that it would be as reliable as their old way of doing things.

"We're seeing that with social media versus traditional media, and people just aren't making the transition, because of fear."

However, Greene also warned that it is 'crazy' to just assume that younger people will be better at social media in a business setting.

"They might use it, but that doesn't make them an expert. You need to know whether they know about social media, because there are rules that work, and ways that work, and the right mix of video and imagery and content is really important to get successful social media."

4 comments (Comments are now closed)

The "other end"

I partly agree with Rob, since businesses focus to "flush" their content to the consumer, rather "fishing" their attention to interact.

Nowadays, they are doing wrong, but 38% successful businesses increased their ROI. because they use social media for marketing purposes effectively.

*Ref. http://incitemc.com/only-38-of-companies-are-getting-positive-roi-from-social-media/

Report abuse

Posted by Sultan , MSc BM & IT student
02 May 2014 | 23h11

Social Media and Digital, is Critical to business exposure

Nice article and some valid points.
It is so imperative for businesses to be on social media however a mistake which we noticed a lot of clients make is not only do they not have a clear strategy in terms of what content to post when, but more importantly is that they did not choose those social media channels which work for their industry and to their target market. Invest time to understand your market, where they play, where and what they read, what they comment on, who they associate with - this will make your content strategy all the more powerful. There is a massive potential for social media and the food industry.

Report abuse

Posted by Nicholas Dogulin
28 April 2014 | 03h10

You're right, for the wrong reasons

Many food companies are getting social media wrong but largely, I believe, because they have been misled about its potential and purpose. People do indeed love food, but there will never be enough individuals who really love a food brand to make fmcg brand-led social media worthwhile IF you are counting your success on the basis of likes and 'engagement' - both of which are pretty meaningless measures. There is a fantastic role for social media for food companies who stop thinking about it as a marketing channel (it isn't) and start thinking about it as insight.

Report abuse

Posted by Rob Metcalfe, Richmond Towers Communications
25 April 2014 | 11h32

Read all comments (4)

‘Wine world is under attack, and needs to up its game’, Wine Economist

‘The wine world is under attack, and it needs to up its game’, Wine Economist Mike Veseth

Eminent wine writer and economist Mike Veseth warns that the wine world needs to...

‘People should forget their brands and just market wine!’ Wine Riot

‘People should stop thinking about their own brands and just market wine!’ Wine Riot founder

The brains behind the successful Wine Riot events in the US, Tyler Balliet, believes...

‘Great Napa Valley wines will rival Bordeaux’: Moët-Hennessy CEO

‘Great Napa Valley wines will rival Bordeaux First Growths’: Moët-Hennessy Estates & Wine CEO

Jean-Guillaume Prats, Moët-Hennessy Estates and Wine CEO, says he believes great wine produced in...

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Taste genetics: A new way to look at policy and segment consumers?

Taste genetics: A new way to look at policy and segment consumers?

Can new research in to the genetic basis of taste could help manufacturers and...

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Everybody is chasing innovation and the next big idea, but when it comes to...

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

The growth of the Non-GMO Project verification scheme has been nothing short of explosive...

Merging industries: Top chefs and the food companies can learn a lot from each other, says chef

Merging industries: Top chefs and the food companies can learn a lot from each other, says chef

While there are some differences between high end catering and the large scale manufacturing...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Malaysia to double palm oil production by 2020

Malaysia hopes to double palm oil production by 2020

Kalanithi Nesaretnam

Minister, Embassy of Malaysia in Brussels

Russian embargo impact on Arla whey and lactose interests 'minimal'

Russian embargo impact on Arla whey and lactose interests 'minimal': CEO

Henrik Andersen

Chief Executive Officer, Arla Foods Ingredients

Live Supplier Webinars

Rethinking Fat Forum
William Reed Business Media

On demand Supplier Webinars

Your future starts at Cargill's T for Trends
Cargill Cocoa & Chocolate
Food testing — let automation take the strain
Qiagen
ETENIA™: Recognize True Milk Value
AVEBE
The FoodNavigator Salt Reduction Forum
William Reed Business Media
All supplier webinars