One “Organic” Mission; Two Social Approaches

treeNowadays, it’s impossible to go grocery shopping and not be completely overwhelmed with the food choices available.

Of course, growing consumer concerns of increased use of genetically modified organisms, (GMOs) pesticides, antibiotics and synthetic fertilizers used to produce our next meal isn’t making food selection any easier. Because of that, many consumers are wading through the noise and opting for organic choices.

“Oh, Laurie, you’re crazy. You’re nuts to pay the cost difference!” Yeah, yeah. Whatever.

Interesting statistic:  according to the Organic Trade Association, (ADA) approximately 81% of American families are reported to be purchasing organic food at least sometimes, with 14% growth expected from 2013-2018, respectively.  So, while the organic marketshare and community is still smaller than our non-organic counterparts, it’s growing – and at a quick rate.

Thankfully, there’s a plethora of companies out there dedicated to educating consumers about the benefits of sustainable farming techniques and eating organic food. Oh – not to mention, they also fill my family’s tummies with GMO-free, pesticide-free, zippo-antibiotic YUMMINESS.

For the purpose of this education-related (SNHU GRAD COURSE) blog post requirement, I’ll be exploring two organic brands’ Facebook social handles, where I offer insight into their overall social media strategy and what they’re trying to accomplish.  *In no way is my analysis endorsed by either brand or its parent company. This post is personal assessment only.* (But I do hope they’ll appreciate the added impressions and shameless plugs. 🙂 )

Both Cascadian Farm Organic and Nature’s Path Organic have strong followings from environmental loyalists on both Facebook and Twitter, although the Nature’s Path Facebook pagewins the advantage numerically. Having said that, each brand’s page is chock-full of interesting brand and user-generated content, industry news, question and answer fan forums, product giveaways and contests, product news, press coverage and more.

Nature’s Path Organic

What I found particularly appealing about Nature’s Path Facebook page was their tactical usage of provided branded eye-catching imagery (see below) to capture the viewer attention and keep it by offering fans relevant and helpful content.

Their Superfood Spotlight posts, (love that verbiage by the way)  information about the organic farming process, or “Fill In The Blank” question forum posts (see below) are great examples. These posts suggest Nature’s Path is providing a space for people who are passionate about organic living to come together and converse with one another. Truth be told, they’re pretty successful at educating new members too!

Clearly, this community-based strategy is on target, as these posts serve as effective conversation starters and appear to be fan favorites.  They receive multiple user responses, shares and likes – which are behaviors that demonstrate user trust and confidence in the brand. Coincidentally, this also equates to thousands of Nature’s Path brand advocates!
Shameless Plug; Try the Maple Pecan Crunch cereal – it’s heavenly sweet goodness!

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Cascadian Farm Organic

Cascadian Farm has a slightly smaller Facebook community and utilizes a different approach to engage their viewers. They employ a more education-based strategy by using their products to help inform their fans about how they can live healthier lifestyles. They have also entered into partnerships with multiple lifestyle bloggers whose mission is to educate people about healthy living and fitness, and how Cascadian Farm can be easily integrated into that mix.

The page also features press coverage, (love the informal “Spotted” verbiage!) product posts, recipe tips (using Cascadian Farm products of course!) and charming videos with their Home Farm Manager, Jim. Farm Manager Jim is an engaging individual who’s passionate about sustainable farming and it shows.

Videos really foster feelings of brand credibility and transparency which are powerful advocacy tools in social media. Moreover, when I watch the videos, I felt as though I created a personal connection to Jim and the Cascadian Farm brand, which only solidified my personal resolve to continue on my organic mission, too.
Shameless Plug: The Sweet and Salty Peanut Pretzel granola bar is the best granola  bar I’ve ever had!

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Finally, both pages do an excellent job of driving viewer traffic back to their Websites – which are current and very easy on the eyes. A tip to Cascadian Farm  if you’re reading: I had a little trouble finding the store locator – it was lower on the product page and took me a few minutes. I’d recommend putting a store locator and online store links right in the top header of your Webpage.  If I had not noticed it at the bottom by chance, I’d have never known where to find your yummies!

Thanks for hanging in for this entire post – which I’m proud to say is GMO-free!  🙂 I hope you enjoyed. Please share your thoughts we me (below) about organic life, the brands, or how your business utilizes Facebook below!

2 thoughts on “One “Organic” Mission; Two Social Approaches

  1. Laurie,
    Your post was excellent! It was clear, eye-catching and most importantly, the content was really interesting! I appreciated all of the background information and statistics that you offered before you dove into the social media because it gave me a chance to become familiar with the companies and what they offer.

    The slides of the social media posts from Nature’s Path seemed really neat. The colors that they used were bright and I sat through the slides several times looking at the graphics and wording that they used – it definitely caught my attention! I like that both companies seem to engage with their audience – through questions and fill in the blank. It really showed that both companies are passionate about their product and want to build a community of those that enjoy their produce.

    I like that you picked up on what they can do to improve as far as links to their stores. Since the companies do enjoy building a community around the love of organic fruits and vegetables, would you suggest that they partner with a nutritionist or health expert to guest blog or post on their site to further educating their customers?

    Great post! (And I love the slideshow – it was really effective!)
    Krysta

    Like

  2. Laurie, thoroughly enjoyed your post this week. I am like many of those you mention that have had challenges shifting to organic foods. They can be particularly pricing in the store. One way around it for me is to visit the local farmer’s market. I don’t know if they would be classified as organic, but the food does come from local growers. Notable differences between the two brands that were most memorable for me were their tactical usage of provided branded eye-catching imagery versus a more education-based strategy to capture the viewer attention. Do those differences also speak to the personality of the brand and management? You also mentioned both pages do an excellent job of driving viewer traffic back to their Websites which may be most important in order to find their products and ultimately purchase. My question how do you determine which is better for a small, medium or large business?

    There were also a couple of aspects about your blog that I noted and may shamelessly copy: 1) use of a special category for grad class; and 2) adding mini slide presentation to scroll between images. Those were nice aesthetic touches. Great post Laurie! Thanks for sharing!

    Like

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