encourages families to seek out or
grow healthier foods in their own
backyards or communities). Annie’s
also integrates this content on their
Facebook page, where over 100,000
followers can cook alongside Jenny
with their own Annie’s organic
products.
Blogs
Blogs are one of the most powerful social media tools at a brand’s disposal and yet they are often an
afterthought when the social media
conversation comes up. Corporate
blogs provide a unique opportunity
to communicate in greater detail
about a company’s mission, vision
and values—including the value of
organic.
One organic company that has been
particularly successful at utilizing the
blogosphere is Frontier Natural Products Co-Op. The co-op’s blog, The
Cayenne Room ( cayenneroom.com),
importantly, the blog uses an authentic and transparent voice, which
acknowledges Whole Foods’ current stage in its sustainability and social responsibility efforts and outlines its plans for growth. This helps
position Whole Story as a trustworthy source for product and industry
information.
In Summary
As these examples illustrate, social media provides an opportunity
to connect and engage with consumers in a distinctly different way
from traditional marketing. Social media need not be an expensive endeavor, but it is imperative that it be part of an organic brands marketing mix. It enables companies and brands to communicate in real-time
about issues that are of greatest importance to their fans and followers.
Moreover, social media allows such communication to take place in a
dynamic environment, where consumers can not only read about new
products and services or the latest scientific research, but also can take
immediate action in response, often sharing the information with
their friends. For these reasons, social media is proving itself to be a
must-have marketing strategy for organic brands of all sizes. o
Jennifer Rose is the new media manager and staff
writer for the Organic Trade Association (OTA;
www.ota.com). You can reach her at jrose@ota.com.
Ellery Luse is an interactive strategist at Haberman
Marketing ( www.modernstorytellers.com), you can
reach her at ellery@modernstorytellers.com.
Rose
Luse
is a valuable resource for any consumer looking for information about
sustainability, sourcing and information on organic news and recipes. The
content effectively educates consumers on diverse topics ranging from
what it means to be LEED certified
and the benefits of homemade cooking to the importance of flowers in
biodiversity.
Whole Story (
blog.wholefoodsmar-ket.com/), the official blog of Whole
Foods Market, is another diverse resource center for individuals looking
to learn more about everything from
organic, fair-trade and local products
to humane animal treatment. Most
Frontier’s spicy blog: The Cayenne Room
OTA’s Social Media Toolkit
For many, the world of social media is a daunting one. New platforms, and changes to
existing ones, emerge seemingly every day, making it feel impossible to stay ahead of, let
alone keep up with, the social media curve.
To help, the Organic Trade Association (OTA) has created a series of guides to not only
help you get your social media accounts up and running, but to also help you develop
strategies to maximize the return on your social media investment. Whether you are looking to start a Facebook page, familiarize yourself with QR codes, understand the difference between handles and hashtags, set effective social media goals or learn where to go
to get the latest in social media news and trends, check out www.ota.com/m/prtools/
socialmedia.html.*
Learn How To:
• Create a Facebook Page
• Post to Your Facebook Page
• Create and Use a Twitter Page
• Create and Use a FourSquare Account
• Use Handles and Hashtags
• Create and Use QR Codes
• Create a Content Calendar
• Set Social Media Goals
Other Resources:
Social Media FAQs
Social Media Resources
*Organic Processing Magazine subscribers will be able to download these guides for a limited time.
OTA members can access them at any time by logging into the Members’ Only section of the OTA
website using their member ID and password.
