“Every brand should be taking advantage of social media channels. Point blank.”
– Every FSC Employee Ever
Notice that this quote says “taking advantage of social media channels.” This is implying that just because you are on Twitter, it does not mean you are using it correctly. In the last few years, brands of all kinds have taken this to heart and improved their social media presence. However, only a few Consumer Packaged Goods brands have really stepped up to the plate.
No more hiding! Here are some tips concerning CPG brands and social media:
Customer service:
Social media channels have the ability to act as a CPG brand’s gateway into being crowned the Beyoncé of customer service. Round-the-clock monitoring on platforms such as Twitter and Facebook, allows for CPG brands to listen to its audience’s complaints, wants, and needs and then act upon it!
According to an article from Social Media Today, “When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more with the company.” This is a statistic you just can’t ignore.
The WORST thing a company can do is not respond at all. Remember, your target audiences are talking. Maybe not directly to you, but they are talking about you. By using social media, CPG brands can search and target anyone simply mentioning their particular brand name on Twitter. So why not pop in and say hello back?
Shopper loyalty:
Take the extra step. Make it impossible for your engaged customers to ever stop loving your CPG brand. If there is a complaint, go the extra mile for them. Here at FSC, we like to call this surprising and delighting.
When someone has had a negative experience with a CPG brand’s product, reach out to them on Twitter and try to gather as much information about the negative experience as you can. From there, you directly try to build back the original relationship your fading fan once had. 
Get to know your audience:
Use all social media channels as a research tool. The people choosing to follow you are fans, so learn about them! Those are the people who want to purchase your product.
When you are engaging with your fans, CPG brands must keep the conversation going. Find out more about your fans if you already have them talking. What is their favorite flavor of your product? What do they like to pair your product with? Etc. Not only are you working the customer service side for your brand, but you are also gathering information on exactly who you are supposed to be targeting and selling to.
Most social media platforms offer analytic tools to help gather this inform. By identifying your target audience further, brands can use the information to help shape future campaigns as strategic techniques.
Keep tabs on the competition:
Take the time. Do the research. Everyone wants to get ahead of the game, and one way to get in on what’s trending in digital marketing is keeping a close eye on your competitors.
Twitter and Facebook offer great options to help track and follow what your competitors are doing. Twitter has the ability to group users through segmented Lists. Not only can you track competitors this way, but you can also keep an eye out for any other brand you might find inspiring or worth checking in on.
Go beyond the product:
Get creative with your consumers. Give them something different to think about and/or look at every day while still keeping relevant to your product. Fans engaging with your brand on social media probably already know what your products look like. Serve them up with the unexpected and dive into those predictable moments or maybe unpredictable moments… 
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