Baking & Snack - March 2009 - 64

SOCIAL MEDIA

Annie's-related fun facts, product
updates and contests to engage our
network of fans and give them authentic reasons to spread the word
about the brand." The company
most recently sent out a request
for birthday wishes in honor of the

company's 20th anniversary.
Ms. Sands suggested companies
that are exploring social media first
research how the brand is currently
represented through Technorati,
Facebook and consumer-generated
blogs. "It's likely that your brand is

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BAKING & SNACK / March 2009

already being discussed," Ms. Sands
said. "Use this as leverage to have a
role in the conversation."
Over the past year, Messe Düsseldorf, a trade fair organizer based
in Düsseldorf, Germany, has explored alternative ways to get the
company's message out to industry
partners and existing and potential customers. The company first
created a blog to propagate useful
information to its users and create
an environment for feedback. After
going live with the blog, the company implemented a Twitter account. Twitter, another social media network, is often described as
a microblogging site where people
can follow a person, group or company. Individuals post messages, or
Tweets, in 140 characters or less to
followers. On Twitter, less is best.
Mr. Mitchell added that it is
"hip" to use social media, therefore it's a must with younger generations. Whole Foods, Food Safety
Information Center and Dunkin
Donuts are just a sampling of those
who are Tweeting.
"In this day and age, the opinions
of a few, right or wrong, can take
on huge significance and influence
hundreds of thousands of people
in their decision-making process," said Tom Mitchell, president,
Messe Düsseldorf. "Such platforms
also make it much easier for people
to deliver any criticisms they may
have, but we view this as a plus. If
something is making our clients
unhappy or giving them problems,
we need to know how to fix it."
INSTANT FEEDBACK. Social media
can also help companies and industries reach a generation of younger
recruits. Consider that the baking
industry is experiencing difficulty
attracting workers. Social media is
one way to not only bring those individuals into your company but also
experience the insights of the very
generation you need to help your
company thrive in the future.
Ⅲ

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Baking & Snack - March 2009

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