When it comes to marketing strategies, what sets brands apart is how they leverage being social on social media. This May, a number of small- to large-sized businesses harnessed the power of social media to humanize connections, amplify important messages, and spark the drive for change for celiac disease.
Celiac disease, a chronic digestive and immune disorder, is triggered by the consumption of gluten and adversely impacts the small intestine. According to the National Institutes of Health, celiac disease affects more than three million Americans, which is roughly 1% of the total population. In many cases, the disease skips the radar and is left undiagnosed.
Given the rapid use of virtual work–life spaces, organizations and individuals alike voiced their stories about the illness through social media. ABC News highlighted some of the stories shared by children across the nation.
How can food businesses can use social media to engage with customers and expand public awareness of the disease?
Engagement is more than just likes, emojis, and reshares. User engagement encompasses responding to questions promptly, asking questions that spark visitor curiosity, and highlighting useful resources. Invite your users to share their stories. The end goal is to make the process as simple and relatable as possible.
Implement Design Thinking
While our initial impulse is to hit the drawing board and design content that we are most passionate about, it’s important to implement design thinking methodologies. In simple terms, design thinking requires developers to build their products and services as if they are the end user, or the customer. It is a process through which a product is developed and constantly modified, based on input provided by the customers or clients. For example, UberEats has implemented The Walkabout Program, which allows designers to immerse themselves in a city’s transportation system, restaurants, and their locations, as well as give them access to dining trends exhibited by the public. This is an example of design thinking in action.
A lot can be learned by simply sifting through the data generated by each social media post. Important data points such as click-rates, post skips, post reactions, and post shares let you know how well you’ve captured the interest of your users. In its recent press release, TikTok explained how the algorithm behind “For You” posts work. Understanding at least at the basic level how algorithms for each platform work will help you better develop your user engagement.
Make Important Announcements
Restaurants are seeing the benefits of announcing important changes and updates to their menus via social media platforms. The Celiac Disease Foundation encourages businesses to spread awareness of the disease 365 days of the year. They have provided a great resource to develop social media posts on Facebook, Twitter, and Instagram.
What are some social media strategies that you have used to engage your customers? Share your ideas in the comments below!