WATT PoultryUSA - December 2017 - 42
42 ❙ WATTPoultryUSA
Social media is the new
Consumers are using social media to connect with agriculture
producers rather than using face-to-face interaction.
Consumers have access to various forms of social media at their
fingertips all the time. This allows
them to send a message or post a
status/comment regarding their
feelings toward the service or
product they get from any given
company, said Leah McGrath,
corporate dietitian, Ingles
Markets, at the 2017 Chicken
Marketing Summit in Ashville,
North Carolina, July 16-18.
"Social media is your own
customer service line," she said.
"It's incredibly fast moving.
Consumers expect an answer
within 10 minutes, and if the answer isn't given within those 10
minutes, then the level of anxiety
and irritation keeps going up,"
McGrath said. Responding to
people is vital, she insisted.
Consumers would rather post
their complaints on social media
than have a face-to-face conversation. McGrath believes some of
that must have to do with the consumer's fear of being recognized
as the complainant. If McGrath
replies to a complaint and asks if
the customer reached out to the
store manager, the general response is usually no.
Members of the agriculture
industry can use social media as
an effective tool for brand and
trust building with consumers.
| Marcel De Grijs, Dreamstime
www.WATTAgNet.com ❙ December 2017