Social media is key to rebranding egg farming
PR expert tells egg industry audience how to use social media to harness brands
Egg farming needs a new brand, and social media is the place to promote it, according to Hinda Mitchell of Inspire PR Group, who spoke Thursday at the Egg Industry Center Issues Forum in Columbus, Ohio.
Facebook, Twitter, Instagram, Pinterest, Snapchat and LinkedIn are the most important social media networks for companies to use because of their popularity and the level of engagement available on them.
“Social media creates conversation and community,” Mitchell said. “If you’re not already doing it, it’s time.”
Mitchell said consumers and industry allies are using social networks, but so are those opposed to farming, as well as elected officials and regulators, so it is important for egg companies to have a digital presence.
“Rebranding egg farming starts with mobilizing the brand of each individual egg farmer,” Mitchell said. “What are your brand attributes? What makes you unique? What benefit do you deliver that no one else does? How do you connect what matters to you to what matters to your customer?”
In order for companies to harness their digital presence, Mitchell offered some tips:
- Look for opportunities to engage on social media.
- Don’t just push information, but converse with your audience.
- Let the online conversation shape your content development and messaging.
- Create relevant, compelling content, keeping in mind that visual content performs best.
“It doesn’t have to be hard, and it can be fun,” Mitchell said.
Responding to issues, criticism
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