“All social media platforms are different; they have different users, stories, and tones,” Agustina Branz, senior marketing manager at Source86 told FI.
As such, she suggests taking a measured approach to each channel, tailoring content to fit each demographic and overall aesthetic of the platform itself.
Before diving into the minutiae of each platform, experts suggest auditing one’s brand with the audience in mind. Not every brand will succeed in each channel, so it’s important to identify the highest growth potential areas before investing in a social media strategy.
Following is a list of where each platform excels, and how food and beverage brands can leverage them for an advantage.
X (Formerly Twitter)
“Think of it as the industry water cooler. It’s great for thought leadership and connecting with industry voices,” said Rubix Foods’ Shannon O'Shields.
Elyas Coutts of Connect Vending agrees with O’Shields’ characterization, further contending that, in addition to connecting with other businesses, X also facilitates industry thought leadership, which can provide an opportunity to provide the authentic mission of one’s brand.
X excels at both brand-to-brand conversations as well as brand-to-individual messaging. Successful campaigns also have the potential to propel brands into cultural relevance or into the center of the zeitgeist. Wendy’s, for example, has gained a large following (over 3.6 million followers) largely due to its cheeky online persona.
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