Facebook Very Useful in Reaching Older Millennial Parents with Beef Message, Michelle Murray SaysFri, 30 May 2014 15:51:16 CDT
It's no surprise to anyone with eyes or ears that the digital media have taken the world by storm. Michelle Murray of the National Cattlemen's Beef Association says it is imperative beef producers embrace digital marketing to reach consumers. Right now, she says, Facebook is a very effective medium for the beef industry to reach its target audience.
"When it comes to our target consumer, the older Millennial parent, most of their online activity happens on their smart phone. And the majority of the activity they're doing on their smart phone is through Facebook and Google Maps and Google Search. And, so, Facebook is a primary means. Our target consumer is on Facebook ten to 20 times a day looking for information. They post several times a day about their own lives. They're sharing actively. And, so, it's a natural vehicle for us to go where the consumer is."
Murray says she likens it to consumers being down one road and beef producers being down another road. The goal of marketing is to get them to meet at the intersections.
The beef industry uses the whole gamut of social media tools all the way from Pinterest, to Facebook, to Youtube to Twitter to reach consumers where they are right now. Murray says they are always looking at new ones when they come up. Currently, Snap Chat is on an uptrend and marketers are looking to capitalize.
The beef industry is not the only group to use social media and, increasingly, they are used to great affect by groups hostile to beef producers.
"The challenge that we have as a beef community is being in connection and making sure we don't respond aggressively or respond in a defensive way. Many of these consumers just want to know 'How does this decision impact my family's health. And we have good answers about all those things. It's just making sure we're coming together and not starting a food fight on social media."
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