Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Author: sophiamakeupartistry

Tony Caporale: Social Media Creates A Two-Way Conversation

by: Sophia Borghese

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Tony Caporale is the founder and CEO of Twinbear, a small social media management agency in Atlanta, Georgia. Caporale’s start to working in social media began when he was the touring & production manager for rock band, Collective Soul. When 2004 came around, social media was limited to MySpace. But MySpace was the perfect way to actually see how Collective Soul fans were reacting to the bands and musicians they were listening too.

Moving forward, Caporale saw that both bands and brands have fans who want to connect with and define what they love. It was 2009 when he realized that he could have the same conversation with food consumers as he did with music listeners, then on Facebook pretty much exclusively. Now, his full-time job is working on platforms for Golden Corral — a restaurant many know, today, as the “Best Buffet in the USA.

Since I am quite passionate about Golden Corral, not just for the food but also the brand, I thought it would be interesting to interview Caporale to learn more about GC social. Here is what he told me:

Sophia Borghese: You mentioned that social media a full time job, how time should a new social media professional expect to spend on their new job?
Tony Caporale: This is hard to answer with a simple amount of time. As there are several roles which could define a social media professional… But if you are assigned to be an accounts manager, which defines most entry level opportunities, you will probably be assigned to cover more than one account. This person should plan on spending a good amount of time in front of a computer screen… The good news? It can be done remotely more and more. So you wouldn’t necessarily be stuck behind a desk all day.
SB: What companies/organizations do are think are “doing it right” when it comes to social media?  Why?
TC: There are a lot of great examples out there of companies “doing it right”. Because my company focuses primarily in the food-service industry, we see a variety of strategies. And each could be judged as successful in very different ways. I guess it would be important to define “doing it right”… For me, it means when a company creates great meaningful content that has organic positive performance with a premium falling under “engagement”. When a brand can establish a voice and communicate with it’s customers and online users in a way that builds trust and loyalty, they’re doing it right. Oreos, Little Caesars Pizza, Golden Corral, Taco Bell are a few I would say are in this category.

 

SB: Can you tell me more about some of GC’s hardcore fans?

TC: Think NASCAR. The true GC fan visits the restaurant more than 70 times per year. They are our mavens. They are our advocates and ambassadors online. When someone says something negative, they fire back highlighting their great experiences. They truly believe that because they’re a fan, the company is grateful and more successful as a result of their loyalty.

SB: What do you think is the most important upcoming trend in social media and why is that trend important?

TC: I think the most important trend is user generated content. Because everyone has the ability to “produce” content, we will continue to see a rise in what they produce and how businesses will incorporate that in their advertising and social media content. It is important because it’s viewed as authentic.

SB: What’s the best formula for strong social media creative?

TC: Make sure that everything you create is meaningful to someone.

Caporale and I spoke by phone and emailed each other, so I really got to learn a lot about the social media industry. The coolest thing, I’d say, I learned when we spoked was that he believed that Facebook would be last one standing in the end. I personally don’t use Facebook, quite the way I did when I first discovered it. But I cannot wait to see what kinds of things Facebook comes up with to get my generation engaged, once more.

 

Another thing he told me about social media work, I found was insightful, was that working in this field is not suited for those who just love selfies. It’s really a full-time job, and often times, people take on once platform and spend their whole days working on it. Even though posting takes seconds, “doing it right,” takes up all the time in ones career. You’re not only posting things, you’re running analytics and you’ve gotta be darn creative too. It’s not enough to love Instagram or Facebook, it means having a two-way conversation with your “people (a.k.a. fans)” everyday.

Did DiGiorno Always #MakeTheRightCall?

By: Sophia Borghese

Many people say they want others to look at them the way they look at pizza. Because pizza is much beloved by many, it’s easy for our favorite comfort food to gain a lot of positive attention on social media. DiGiorno — the best thing since delivery pizza — certainly has done well on many platforms, including Facebook and Twitter.

Currently, their campaign slogan is #MakeTheRightCall, which totally works for their brand. This is because the best thing about DiGiorno is that it makes pizza much easier than picking up the phone and, yet, equally as incredible to eat. This hashtag is used on pretty much everything they post online now, and it totally works for them as their pizza is totally call-free. Sadly enough, DiGiorno has not always made the right calls via social, because things got a little bit rough for them in 2015 when they used #WhyIStayed in one of their tweets.

#WhyIStayed was originally a hashtag used by those defending for women who’ve been in abusive relationships. It’d gone viral on Twitter a soon after former Baltimore Ravens player, Rice Ray, punched his wife, Janay Palmer, unconscious. Because Ray was an NFL player, of course, they his case of being an abusive hubby is one of the few cases the media chooses to cover. However, many women have gone through similar struggles and all of them wanted to bring awareness to it on Twitter.

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Derived from: twitter.com

Because #WhyIStayed highlights a very sensitive topic for women, posting it to promote a such light hearted topic as pizza did not go over well. Because this hashtag already links to a feed filled with women’s hard-to-hear tweets, DiGiorno should have thought more carefully to see who exactly the post would impact the most.

Moments after the company posted “You had pizza. #WhyIStayed,” DiGiorno lovers were infuriated. Overall Twitter users were implying in tweets that they wanted the pizza brand to apologize to all the women who’d faced and shared such hurtful and heartbreaking moments online. However, DiGiorno continued to write apologetic tweets on Twitter that had a number of pizza eaters upset.

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Derived from: twitter.com

The thing that’s highly important in social media, as easy as it is to post things, is that everything requires a bit of prior research. This is definitely a lesson that DiGiorno (along with other social media content creators) should have learned from this very small but moving message on the internet. Every hashtag has its routes, and everything else social media does too. Because of that, even the most simple words or hashtags to write can say too much or give off the wrong message. Like the hashtag used in this campaign.

In order to assure that DiGiorno and other pizza brands are seen up to their potential, they need to be original and tweet slowly. Even though they deleted this tweet, it’s still on people’s minds and certainly is not fully deleted. People continued to talk about it for a while after things had happened. Besides if a moment like this is powerful enough for people at BuzzFeed and Ad Week to be talking about it, many will still continue to hear about it.

So next time DiGiorno, please #MakeTheRightCall on Twitter!

“Lessons From These 15 Epic Social Media Fails | SEJ.” Search Engine Journal. N.p., 12 May 2015. Web. 15 Feb. 2016. https://www.searchenginejournal.com/learned-15-epic-social-media-fails/121432/

“Facebook Logo.” DiGiorno. N.p., n.d. Web. 15 Feb. 2016. https://www.facebook.com/digiorno/?fref=ts

“DiGiorno Accidentally Tried To Advertise Their Pizza In A Hashtag About Domestic Violence.” BuzzFeed. N.p., n.d. Web. 15 Feb. 2016. http://www.buzzfeed.com/ryanhatesthis/digiorno-whyistayed-you-had-pizza#.gumk6rB0j

“DiGiorno Is Really, Really Sorry About Its Tweet Accidentally Making Light of Domestic Violence.” AdWeek. N.p., n.d. Web. 15 Feb. 2016. http://www.adweek.com/adfreak/digiorno-really-really-sorry-about-its-tweet-accidentally-making-light-domestic-violence-159998

That Time Ben & Jerry’s Made Thousands of Vegans Smile

by Sophia Borghese

Social Media is a place where we go to interact with our friends, or more like where we go when we have no friends at the moment. In some cases, the only true friend we’ll ever come in contact with is food. While human friends might not always be there for us, food always is.

Because food is so good to us, we like it and we choose to show that on Facebook, Twitter and Instagram with thumbs and hearts. Every time a new recipe gets whipped up, every time a new food hack is taught and every time a new food reaches the shelves of our favorite grocery stores, social media informs us all and many people smile. Since people have such respect for food, often times these posts are #SocialWins.

In recent, Ben & Jerry’s had their own #SocialWin. The seemingly progressive peaceful and loving ice cream brand from Vermont did something revolutionary and introduced four new dairy free ice creams… What? No, seriously #WTF? Weren’t we taught as kids that all ice cream came from cows jumping over fences? Well, perhaps New Ben & Jerry’s Non-Vegan is here to prove us all wrong.

In the past, one finding out that they (or their children) were lactose intolerant meant giving up plenty of amazing foods, most of which include dessert items. Because this loved ice cream brand has created such certified vegan, dairy-free treats, no one will ever have to give up what they once loved anymore. Four amazing flavors, including two classic Ben & Jerry’s flavors (Chocolate Fudge Brownie and Chunky Monkey) will be offered in this line of ice creams (or frozen desserts as they’re technically called).

In terms of social networking, Ben & Jerry’s shared the ice cream’s February 4th, 2016 launch on Facebook the day before and the love slowly blew up.

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Many people with vegan friends have a hard time understanding why their friend would even think to live without meat or dairy, so as they view the diet as a #StruggleIsReal thing, they sympathize with every vegan they know in life. The fact so many non-vegans like Ben & Jerry’s on Facebook, they were the first to see the new products introduced, and with their sympathy they shared the news with all their vegan (or dairy-free) friends.

Slowly but surely, a couple simple photos on Instagram and some short Tweets turned into quite the viral content. First it was on Ben & Jerry’s Facebook page, then it was on merely every vegans personal page and then BuzzFeed, Her Campus and Today (to name a few) were buzzing hardcore about this.

The secret to this 57,500 thumb up earning campaign was Ben & Jerry’s understanding of their consumers and of course their emotions. This ice cream company certainly knows that food hits and emotional spot in the hearts of people, so why not hit that spot with a food that a certain group of deprived individuals were once deprived of. Inventing the ice cream was a good idea, but they way they advertised it was brilliant and a #SocialWin!!

“Facebook Logo.” Ben & Jerry’s. N.p., n.d. Web. 08 Feb. 2016. https://www.facebook.com/benandjerrysUS/posts/10153539637146461?comment_id=10153539696586461&notif_t=comment_mention

“Introducing Ben & Jerry’s Non-Dairy!” Http://www.benjerry.com. N.p., n.d. Web. 08 Feb. 2016. http://www.benjerry.com/flavors/non-dairy

Jerry’s, Ben &. “Introducing Our #nondairy Line – Certified #vegan, Made with Almond Milk, and Oh so Creamy! Https://t.co/P3coMEmA0T Pic.twitter.com/akvBYrFp1x.” Twitter. Twitter, n.d. Web. 08 Feb. 2016. https://twitter.com/benandjerrys/status/694883294484238336

“Ben & Jerry’s Made Non-Dairy Ice Cream And Vegans Are Losing Their Minds.” BuzzFeed. N.p., n.d. Web. 08 Feb. 2016. http://www.buzzfeed.com/juliegerstein/ben-and-jerrys-made-nondairy-ice-cream-and-vegans-are-losing#.bml2q9Pek

“Ben & Jerry’s Finally Has Vegan and Dairy-Free Flavors.” Her Campus. N.p., n.d. Web. 08 Feb. 2016. http://www.hercampus.com/news/ben-jerrys-finally-has-vegan-and-dairy-free-flavors

“Vegans Rejoice! Ben & Jerry’s Launches New Line of Non-dairy Ice Cream.”TODAY.com. N.p., n.d. Web. 08 Feb. 2016. http://www.today.com/food/vegans-rejoice-ben-jerrys-launches-new-line-non-dairy-ice-t70991