5 Things to Know: Social Media Operational Strategy
By Amy Petersen, MS, RD, LD, Social Media Strategist, Coborn’s Inc.
As a retail dietitian who is now in a Social Media Strategist role, here are 5 things Retail RDNs need to know about social media.
1. Strategic Planning. Be involved in marketing strategy meetings for your retailer. As they write the upcoming ads, offer ideas for how your retail RDN team can leverage sale items and seasonal produce in recipe ideas, how-to-videos, and more. Your content will help drive sales of these better-for-you options and your category managers will appreciate any support to help their department sales. Additionally, consistently check in on other retailers and their social media platforms. A competitive audit can offer inspiration and insight.
2. Quality vs Quantity. Yes, posting consistently is important on social media platforms, however, high quality content, is even more important.
- Ensure high-quality images & videos.
- Know your shopper demographics and tailor your content to meet their needs and interests.
- Post content that your guests will actually want to engage with. I call these thumb-stoppers. Some ideas include meal-time inspiration that is time and budget friendly, how-to-videos, and content that connects your retailer with your local community (employee spotlights, local farmers, organizations, etc.).
3. Think Beyond Social Media. Social media posts are often an easy solution to market a product, service, or recipe. However, there are other opportunities within digital and traditional print marketing that may serve as a better avenue for your content. For example, if your dietitian team is launching a new campaign for back-to-school, explore opportunities with e-commerce to create a shoppable landing page with lunch-box ideas, dietitian resources, and a list of “Lunch-box must haves” customers can easily add to online shopping carts. Social media can support these efforts, but other marketing tactics can be more effective in driving sales.
4. Differentiate your content for specific social media platforms. Facebook, Twitter, TikTok, Instagram, Pinterest, Podcasts, Snapchat . . . the list goes on and on! Whatever social media platforms your retailer is on, commit to offering content for the channels that will be most effective for your retail RDN team. Consider which social media channels will connect with the majority of your primary shoppers.
5. Know your algorithms. Social media algorithms may seem complicated and annoying at times, especially because they are constantly changing. However, understanding these algorithms is critical to creating a successful social media strategy with posts that will perform well.
Find the social media platforms that will serve you and your retail Dietitian team best. Focus on 1-3 platforms and knock it out of the park. You’ll drive awareness of the retail RDN program, along with the commitment your team has to inspire health for the greater community.