Our Social Media Strategy

We know that consumers are starting to create their own content and conversation around brands through social media. This means that the power of peer-to-peer consumer recommendation is becoming ever more important. Our challenge as a brand is to know how to play a role in this “wikization”. We can do this by creating content that can help to stimulate and steer conversation.

The first stage in our planning is to understand the online landscape for our target audience – where they are, in what numbers and how can we reach them through media or content. We then develop a scoring matrix across a number of different platforms. This helps to reconcile the different platforms in terms of measures such as reach and relevance. We also consider other benefits, including built in analytics and SEO. We then arrive at our final recommendation of platforms, in Ribena’s case Facebook, Twitter, YouTube, Blog (using Wordpress) and Flickr.