Source: http://www.digiday.com/brands/inside-quaker-foods-facebook-content-strategy/
There are still plenty of questions related to how often a brand should interact with their customers. Brands want to stay top of mind but they don't want to over promote themselves and alienate their customers. Quaker Foods has spent a significant amount of time working on their Facebook strategy, and seems to be having some success. They have over 1 million fans and post every day, sometimes multiple times a day.
Quaker Foods has found the most successful posts are the one's that are targeted to moms (their core audience) and are nostalgic or playful. They never post in a way that might feel like a hard sell, and often don't even involve their brand or products in their posts. Currently they are testing what happens if they increase the amount of posts they do a day, and are working with a company called Percolate which recommends content for it to use.
It will be interesting to see what effect Quaker Foods sees when they increase the amount of posts they do. It will be also interesting to see what effect on sales (if any) the increase has. While it seems like Quaker Foods has had some success on Facebook, there is no evidence that it has increased sales in any way which begs the question of whether all of their effort is worth it. It is also interesting to learn that companies like Percolate exist. With so many brands increasing their social focus, it will be interesting to see if more companies like Percolate come into the picture to help companies create their social content.
There are still plenty of questions related to how often a brand should interact with their customers. Brands want to stay top of mind but they don't want to over promote themselves and alienate their customers. Quaker Foods has spent a significant amount of time working on their Facebook strategy, and seems to be having some success. They have over 1 million fans and post every day, sometimes multiple times a day.
Quaker Foods has found the most successful posts are the one's that are targeted to moms (their core audience) and are nostalgic or playful. They never post in a way that might feel like a hard sell, and often don't even involve their brand or products in their posts. Currently they are testing what happens if they increase the amount of posts they do a day, and are working with a company called Percolate which recommends content for it to use.
It will be interesting to see what effect Quaker Foods sees when they increase the amount of posts they do. It will be also interesting to see what effect on sales (if any) the increase has. While it seems like Quaker Foods has had some success on Facebook, there is no evidence that it has increased sales in any way which begs the question of whether all of their effort is worth it. It is also interesting to learn that companies like Percolate exist. With so many brands increasing their social focus, it will be interesting to see if more companies like Percolate come into the picture to help companies create their social content.
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