Food and Beverage Industry Missing Out on Social Opportunity
HTFO | May 27, 2015 | Comments 2
Many social companies are changing the way they do business to reflect the current market. Social companies need to be data companies and content companies. Similarly, traditional industries now need to be social companies too, and respond to changes in the market. A report fromBrandwatch examines the impact of social on the food and beverage industry.
The report notes:
Restaurant, food & beverage businesses, operating at the mercy of consumers’ shifting tastes and preferences, face a rising imperative to proactively listen, understand, and respond to their consumers’ opinions and interests. Social media, both instant and highly public, provides brands with the significant opportunity to maintain.
The food and beverage industry receives the highest mentions of any industry sector in the UK, according to the report, accounting for 32 percent of brand interaction. Clothing and accessories is next with 17 percent, and every other industry represents 11 percent of interactions at most.
When it comes to Facebook, the industry seems to be underperforming given the size of the audience. On average, industry leading businesses make 1.55 posts 6.31 comments per day.
During that average day, the audience provides more than 4,500 likes, more than 134 comments, and more than 235 shares. However when the mean number of followers exceeds 11 million, there should be a lot more activity.
Updates containing photos receive the most engagement, averaging more than 161,000 likes among the top 50 food and beverage Facebook channels. Twitter pages tend to receive more interaction, averaging 511 mentions from the audience per day, while leading brands can receive as many as 2,000 mentions per day. Not surprising given the interactive nature of Twitter.
The report also grades the top 50 businesses in the food and beverage industry, with breakdowns for social visibility, sentiment, reach growth, and social engagement and content.
For example, number one rated Burger King, has high visibility because of the buzz it generates on social, has high reach growth because of expanding audiences, and high social engagement because the brand effectively interacts with its audience on social networks.
The report also covers diverse sectors of the market, like intent to buy statistics in the US pizza market, and trends in the alcohol industry in the UK, as well as other social insights.
Source: http://www.adweek.com/socialtimes/food-and-beverage-industry-missing-out-on-social-opportunity/620633
Filed Under: F&B
The social community online has taken an interest in the food and beverage industry and allowed for the industry to interact with their customers. The industry should use these methods to communicate with their customers and create awareness of their products and services provided. The example of Burger King gaining a higher customer base because of their social media interaction should be an example for the food and beverage industry. They should also recognize the other social media outlets that could be used like Twitter as the response from their customers is higher on that platform.
The food and beverages industry is closely related to the life and health of individuals. This is an important sector for the economy to expand. It has grown manifold due to increase in the disposable income with the consumers in developing countries, The increase in demand of the food and beverage in the countries provides the large multinational corporations and nationwide food chains to supply a wide variety of goods and to explore the untapped markets.