Social Media Addiction

Social media sites like Twitter and Facebook have taken over my life. I can't even get on a computer without instinctively checking my Facebook and Twitter accounts. Some time's it's even unintentional! I won't be paying attention to what I am doing and just end up scrolling through Facebook's news feed or Twitter comments. If someone had been secretly tracking my social media use over the past years, it would probably make me puke. There no telling how many WEEKS of my life over the past couple years that I have wasted checking posts.

One of my friends deactivated her Facebook the other day. I asked her what the reason was and she said she was "going to see if she could make it a week without Facebook or Twitter!" It's unbelievable that it has gotten to the point of such a strong addiction.

Although I have portrayed social media as negative and an "addiction." I do not actually feel that Facebook or Twitter are destructive to anyone's well-being. In all seriousness, I think they are great! They keep you in touch with old friends and the happenings in their lives, current events, and is a great place to find answers to your general everyday questions. For example, I noticed just yesterday a friends Facebook status asking question about her newborns irregular breathing while sleeping. She went on to say that she had already called her pediatrician who said there was nothing to worry about, but wanted to know if anyone else had experienced this same thing. She received numerous comments containing similar stories and confirming what her doctor originally said. Facebook, Twitter, and other social media outlet's frustrate me at times because of the procrastination they cause, but in actuality are great sources of entertainment and information. This is why I, along with many others, have become social media addicts!

Food Trucks Using Social Media

In one of my hospitality classes the other day we began a discussion about food trucks. I immediately began thinking of all of the social media marketing available that would be beneficial to the food truck industry. In fact, I think food trucks could use social media advertising better than almost any of the other restaurant sectors. Location based social media came to mind first. Since food trucks move around the city and "set up shop" in different places, location based social media would prove to be extremely valuable to their business.

I also found an app called the Mobile Meteor that is beneficial to food truck owners. Mobile Meteor is an app that works with several food truck owners twitter accounts. The food truck's send a tweet to @vendor with #open and the trucks current address. A pin will appear on the app's map and users of the map can track any food truck that they desire to follow. To remove the pin after the food truck is finished serving meals, you simply tweet #close and the pin is removed from the map. A web app for smartphone's also makes it available to update the truck's location without logging into Facebook or Twitter.

Food trucks using social media to advertise their products and location have a huge advantage over those who have not yet adopted the new technology.

http://mashable.com/2011/07/14/high-tech-food-trucks/

Born to be a Blogger

Ree Drummond, now an Oklahoma rancher's wife would have never guessed that blogging her life stories and posting mouthwatering pictures of her newly made recipe's would land her on her own TV show. Ree grew up in suburban Oklahoma. Years after leaving home, she would return to visit and by complete surprise meet her future husband. Her life took an abrupt change from the city to a lifestyle of herding cattle and seclusion. One day bored at home in 2006, she began blogging and posting pictures. Her initial intention was to be able to share stories with her mom who lived far away. Ree began blogging more frequently and very quickly built up her amount of followers. 

She describes her blog as "safe place." Saying "it's not too heavy and cerebral. I don't engage in any political debate, and you're not going to go away from my website feeling agitated or bothered." Today Ree has millions of people who follow her blog daily and has even obtained her own cooking show on the Food Network, call the "Pioneer Woman!" Ree, much like myself, was unaware of the opportunities and new ventures that sharing your life stories through blogging could bring. 

http://www.northjersey.com/food_dining/128448293__Pioneer_Woman__moves_to_TV.html

Should Pro Athlete's Abandon Twitter?

Twitter is an ingenious way for professional athlete's to promote themselves, their products, and to keep the world abreast with their current happenings. For some athelete's however, Twitter can spell major trouble. It's almost an everyday topic on ESPN or any other sports broadcasts. For example, after Osama Bin Laden was killed Rashard Mendenhall tweeted, "What kind of person celebrates death? It’s amazing how people can HATE a man they have never even heard speak. We’ve only heard one side…” He went on to announce his distrust in the government when he next tweeted, “We’ll never know what really happened. I just have a hard time believing a plane could take a skyscraper down demolition style” and then “I’m not convinced he was even behind the attacks we have really seen no evidence to prove it other than the gov telling us.” Mendenhall received much disapproval with his comments. The owner of the Steeler's, Mendenhall's team, tweeted thereafter that it is hard to comprehend his comments and that the Steeler's as an organization is proud of the military's accomplishments. Mendenhall however, is not the first, or only, and definitely won't be the last professional athlete to get in trouble over Twitter posts. Larry Johnson, a former Chiefs player, is another great example. Johnson tweeted after an aggravating loss to the Charger's and ended up getting into a heated argument with a fan. After several tweets back-and-forth, Johnson made a homophobic slur in one of his comments to the upset fan. The league and the Chiefs organization were outraged! Johnson was fined $213,000 and was later released from the team.

When placed in the right hands Twitter can be an outstanding tool for professional athlete's to promote themselves and their products. Tweeting is an excellent way  for them to keep the public's interest and to keep them fresh on their mind. Twitter is an athlete's PR department's nightmare however, in the right hands can be marketing gold.

http://2thepointmusic.com/2thepointblog/2011/05/04/twitter-trouble/

http://www.thegrio.com/sports/why-twitter-spells-trouble-for-some-pro-athletes.php?page=1

Wheat Thins Social Media Break Through

Wheat Thins were introduced to consumers as a wheat cracker in 1947. As recent as 2009 however, executives took note of declining sales and shares and a declining brand perception amongst consumers. Wheat Thins took their weakening market position and used it as an opportunity to build and reform their brand through one of the best social media advertising campaigns known to date. An advertising research foundation and a marketing agency named, The Escape Pod, were called hired to assist in the marketing re-haul.

            Studies found that Wheat Thins were one of the least topped crackers on the market. It was decided then that they would begin their transition into the much broader category of snacks. Marketing experts worked to attract the younger men and women consumers instead of the older, health-conscious woman. After researching the younger target markets perception of Wheat Thins, they found that they were seen as boring and uninteresting. An online survey was conducted to identify consumers’ attitudes, values, lifestyles, media habits, and their own Wheat Thins perception. Researchers found that, although small, Wheat Thins had a very loyal group of followers that often tweeted or posted status updates promoting the brand. Marketers decided to latch onto this group, known to researchers as the “Wheat Thins Tribe” and instigate more tweets and postings from them. Jeff Greenhouse, author of the IStrategy Blog writes, “When you source ideas from fans (and then give them public credit for it), you give them a chance to feel even closer to the brand.” He also states, “getting fans talking about your brand is a massive benefit, because it socially validates your brand in front of THEIR friends and followers.” This is extremely important in reaching a consumer base that is growing more and more suspicious of the self-claims made by brand marketers.

            Researchers and marketing specialist decided that they needed to switch from their traditional marketing campaign to one that was focused around social media. The goal was to become a fun, sensory appealing snack and the new marketing theme was “Listening-Surprising-Amplifying.” They wanted to develop one-on-one relationships with those in the “tribe,” using them to draw in more consumers.

            In 2010 alone, over one thousand “care packages” were sent out to Twitter users who mentioned Wheat Thins in their posts. The packages contained a free box of Wheat Thins and a hand-written note from the company. Also in 2010, over five million free boxes of Wheat Thins were given away at various NCAA games and at the Bonnaroo Music Festival in Tennessee. Facebook became the main place for Wheat Thins to access the community and Twitter the platform for interacting on a one-on-one basis with consumers. Marketers developed their Twitter handle ”CrunchIsCalling” and began using this as the main source for material for their television commercials.

            The first commercial aired in June 2010. It shows the Wheat Thins “A-Team” driving a yellow van to a location where they will surprise an un-expecting consumer who had mentioned @CrunchIsCalling in one of their tweets. Television cameras and crew bombard the Wheat Thins fan, along with one actor who reads the tweet, surprises them with an entire pallet of free Wheat Thins, and then thanks them for their mention before whisking away back into the van. The commercials have caused a media frenzy! The Facebook page has skyrocketed from only 2,000 likes in 2009 to over 400,000 today and the Twitter page from 0 followers to over 21,000!

            The declining sales trend and the perception of Wheat Thins has greatly subsided. Since the new advertising campaign, Wheat Thins has experienced exponential market and revenue growth and in 2010 alone raked in more than $346.6 million!

            Wheat Thins social media advertising campaign has been so successful because they remembered that a fan is more than just a customer. They have listened to their fans and gotten them involved. They are used as resources for feedback and brand promoters, and then personally thanked for their loyalty. The researchers, ad agency, and Wheat Thins Corporation hit gold when re-vamping their advertisements and will not likely forget the wonderful power of social media in the future.