Redefining relationships and how some brands value their community utilizing Social Media. Community could be defined as: Clients; individual or corporate sponsors. Customers; wholesale or retail clients buying in-store or online via e-commerce. Associates; organizations or industry leaders. So, what is the Social Media strategy when it comes to engagement?
Recently, I heard the term “rocking out the fourth quarter”. Metaphorically speaking regardless of the variation we understand the similarity in meaning. Give it your all, keep your head in the game there is still time on the clock. Sounds like a cliché but there it is. On this occasion the forum speaker was comparing it to the fourth quarter of a football game.
Prior to looking at the fourth quarter (2016) and ways The Hershey Company (HSY) founded 122 years ago could succeed in “rocking out the fourth quarter”. I wanted to briefly look at how they have strategically valued their connections to community.
As a reminder, The Hershey Company (HSY) is the largest producer of quality chocolate in the United States. The Hershey Company (HSY) brands include: chocolate & sugar confectionery; pantry and snack items; and chocolate. You are probably familiar with Hershey’s, Kisses and Twizzlers brands just to name a few, but are you familiar with Hershey’s Kitchens Sea Salt Caramel Chips? Or have you shared some of their Gluten-Free recipes? Hershey’s Kitchen is an excellent example of utilizing social media to value, create and share ideas as well as information with their community.
The three key strategic areas of engagement are remaining loyal, communication and listening.
Over the years Hershey’s has demonstrated a good market position in the form of baking products and premium chocolate with Hershey’s cocoa, Baking chips, and Scharffen Berger. By staying loyal to both clients and product ingredient.
The second, is communication utilizing social media to share baking ideas and tips with relevant and consistent information.
Hershey’s Social Media profile:
The Hershey Company (HSY) continues to be an influential brand in partnership with McLane Company, Inc., a wholesale distributors in the United States to convenience stores, drug stores, wholesale clubs and mass merchandisers. The primary distributor to Wal-Mart Stores, Inc. In addition to their Mergers & Acquisitions (M&A), Corporate Social Responsibility and Philanthropy efforts.
Finally, listening. It is the most recent announcement by The Hershey Company (HSY) introducing the first innovative product in over 16 years. The Hershey’s Cookie Layer Crunch just may successfully help them in “rocking out the fourth quarter”.
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