Consumer Packaged Goods Companies and the need Social Media…
Does every Consumer Packaged Goods Company need Social Media?
As I have seem to have become an “expert” according to many of my vendor partners (the only ones that call me an “expert” are really the ones who have no idea on how social networking / media sights work), I often get asked, “How do “experts” like you us social media and how do we get involved? How do we use Facebook and Twitter and should we write a blog on our products?”.
The two issues with the questions above are as follows: Firstly, I know of no “experts” in social media, I know of many people that I look up to and admire, but experts is pretty strong wording. As for me, I would never even get close to assuming I am anything more than just relatively avid user of some aspects of social mediums, not even close to being an “expert”. Secondly, as with any marketing idea, no one marketing prong is all encompassing. Let me expand.
Many of the products that I see on a daily basis just don’t “require” or “lend themselves to” the social mediums of Twitter, YouTube or Facebook, which seem to be the ones most refer to when speaking of social media. Many items don’t even lend well to blogging.
If vendors were looking for any absolutes, a good webpage is really the one thing that all CPG’s (Consumer Packaged Goods) need; and I mean need. You gotta give me a way to find you and in today’s world of Internet searching etc, I need to find you online and at least see what you are about. How do I contact you and what do you offer.
As for the blogs, Twitter, Facebook, and YouTube, it really depends on the products and the type of business.
Many of my venodors are importers of foods or health type products. For most of these folks, the main focus may be just a good webpage showing what they have and an easy way for me to contact them (don’t laugh – this is still not being done by many, and I mean many importers!). They may want to have a couple of YouTube videos with either endorsements of health claims or some of their items being used in actual recipes with real cooks in action. As far as engaging in dialogue on Twitter or Facebook, I am not too sure that is where you want to be or need to be with this. Am I going to be compelled to talk to you about sea salt or yeast infections in a public forum like Twitter or Facebook (remember I am an OTC buyer and I actually have had serious discussions on yeast infections – I know that sounds sad)? Or I am more focussed on just where to buy your stuff and on how to use it?
Now, if your products like Ethical Bean, Commercial Drive Coffee, We-Vibe or PGX; then it may be more of a fun’ish product to not only learn about from a static webpage, but I may want to engage with other users, talk about my experiences, and share the good, the bad, and the ugly with others, as well as you, the vendor.
There is no one medium better than the other. You really have to sit down and draw out your vision of what your product is and then ask yourself where it fits within today’s world of mass communication. If uncomfortable, ask someone for help – ask me and I will direct you to people that I like and enjoy working with to give you some guidance.
Don’t make this more complicated than it needs to be; but do take it seriously.
My Sunday morning thoughts. 🙂
Ciao for now @kootenayborn
