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“It’s understood that when you engage in a public platform like Facebook or Twitter, you open yourself up to public opinion, and sometimes that opinion does not align with the mission of your organization,” states United Fresh’s Long.
Effectively and appropriately responding to criticism is a vital part of the planning process and resulting company policy. Stevens elaborates: “We’ve found the best way to address these situations is to actively monitor our social media platforms, read the post and if it’s based in truth and not offensive, to keep the post but respond (with factual information). It’s important to respond to questions and applicable comments in a timely manner as it helps to build credibility for your social media account, thus helping to grow your social media presence.”
Benedict also highlights the importance of keeping your finger on the pulse of social media. “You cannot own every conversation about your product that occurs on social media, but it’s absolutely imperative that you are part of it.”
CONCLUDING THOUGHTS
In sum, social media is an incredible opportunity but can also be a liability. The vast expansion of technology and mobile use creates a unique opportunity for companies in the produce industry to reach consumers. Knowing your audience and how best to reach these individuals and groups via social media can be beneficial for your business and/or products.
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