Grocery Grasping at Social Media

A frequent topic on this blog has been the acceptance and use of social media as part of the marketing mix of CPG companies. Last week, the Grocery Manufacturers Association (GMA) issued a report that says marketers are still in the very early stages of the process and are wrestling with just what exactly they should be doing on this new frontier of the customer experience.

According to Supermarket News, the GMA CPG Social Media Forum revealed 52.6 percent of consumer packaged goods companies still have low presence or engagement via social media. Half of the companies used Facebook and 41% had a presence on Twitter. Twenty-nine percent said they have an active blog presence.

The hold-up could be the ability to realize and identify ROI. Half of the brand marketers surveyed said they are working toward social media revenue, while a small percentage said they are currently generating funds. Further education, a clever approach and success metrics seem to be at a premium.