Social Media’s Possible Pitfalls

A social media milestone occurred on August 24, 2015: one billion people used Facebook on this single day—meaning one out of every seven people on the planet logged into the site. Younger social media sibling Twitter boasts roughly 500 million tweets every day, while LinkedIn has seen its revenue climb ($643 million in 2014) as more employees and employers take to the web. So to anyone who still doubts the power of social media in today’s world, these numbers are both phenomenal and persuasive.

Though it may have been slow to jump into the fray, the produce industry has realized the value of social media to promote and sell fresh fruit and vegetables. Many along the supply chain—from local growers, U.S. Department of Agriculture (USDA), and transportation companies to trade organizations and commodity groups—are increasingly active on social media.

The benefits seem clear—low cost, far-reaching marketing initiatives—but what about the risks? We explored the growing presence of social media in Blueprints back in 2011 and ‘the perils of online marketing’ in 2013; in this article we discuss a few of the major platforms themselves and how to make the most of social media without putting your company in jeopardy.

PROS AND CONS
We all know successful branding and marketing can raise awareness and profit. A prime example is the $100-million campaign to launch the Halos brand of clementine oranges, which has since carved out a significant portion of the mandarin market. Of course, few companies can afford or have access to such extravagant budgets—but that’s the beauty of social media— it’s free.

The USDA has 29 different Twitter accounts, from a general organizational account to the very specific (e.g., Invasive Species Information Center), and pretty much everything in between. The Produce Marketing Association, United Fresh Produce Association, Produce for Better Health Foundation, and California Avocado Commission all boast robust social media presences and continue to bring awareness to various commodities, campaigns, and events throughout the industry.

Retailers, too, are making an impact. Whole Foods Market has been lauded for its social media presence, with a couple million followers on Facebook. But the company also faced a serious backlash after rolling out its ‘Responsibly Grown’ supplier rating system, as users complained about how the ‘good,’ ‘better,’ and ‘best’ ratings were determined. In this case, the retailer learned the harsher side of social media, where constructive consumer feedback can quickly swell into a public relations ordeal on a broad scale.

‘TERMS AND CONDITIONS’
Engaging in any kind of social media requires a thorough understanding of the terms and conditions of each platform, including contractual obligations related to security, privacy, and liability. Although the average Twitter user won’t bother to read through these lengthy terms and conditions, this is an essential step for any business.

Rebekah Long, marketing manager at Washington, DC-based United Fresh Produce Association, notes, “When you choose to start engaging on a social media platform—as an association or otherwise—it’s always best to review the terms and conditions of the platform to ensure your association or corporate policies align.”