Friday, February 24, 2012

Social Media and Food Retailers

Last month, my colleagues Jeff Hyde, Kathy Kelley, and myself launched a Youtube video series about social media and food retailers. The series is based on a research study performed in 2011. Each video describes interesting data collected from survey respondents.

Why did we collect this data? Well the most important reason was to understand better how consumers use social media to engage with food retailers. Our questions were based upon using the most popular tools (i.e. Facebook, Twitter, and blogs). With this data, we hope to provide important insights for food retailers to consider for their marketing efforts. While we focused on fruit and vegetable products in this study, the results are applicable to other types of businesses.

A few interesting statistics from our survey:
-94% of respondents had an active Facebook page.
-30% of those in the highest income category had posted on a business’s Facebook page.
-Nearly 62% believe print ads were a good fit for on-farm and farmers’ markets while only 37% felt that TV or radio fit these well.

As of today, there are 16 videos released (to view the video page, click here). In the next 2 weeks, 3 more videos will be released to summarize the data.

As an ag entrepreneur, how do you use social media? After viewing the video series,h how has this information helped you build your social media strategy?

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