The first platform that we will use is Facebook. Many companies use Facebook to share information, pictures, and other types of meaningful content (Deckers & Lacy, 2013). This will be used to tell our brand story from our CEO R.J. Pratt, in order to personalize it. We will reach our consumers and others interested in supporting free trade. This site will be used to build our brand through content; allowing us to reach a large number of people (Ellison, Lampe, Steinfeld, & Vitak, 2011). Will we post once a day, we will reach follow others that support free trade, and we will foster a two-way conversation with our consumers. This tone will be empathetic, information, but include a bit of our kinds personality.
Facebook affords us the opportunity to create a custom audience based on the following criteria:
- Location- We will use a global audience to reach everyone interested in free trade
- Age and Gender – We will use a bit older demo to reach our consumers
- Interests- These will be based on coffee and free trade
- Connections – We can seek out others who have already liked content related to free trade
- Advanced demographics and behaviors – we will drill down to those who consume coffee and those who are interested in free trade (Loomer, 2014)
Coffee of the World will also use Twitter to frequently push, shared, retweet information surround our scandal, how we will address the scandal, up to date information, and any other important information surrounding free trade or Coffee of the World. We will also use this platform as a place to share articles and images, as a way to stay connected and remain relevant to our consumers (Deckers & Lacy, 2013). Also, we will answer any questions people have regarding the scandal; all while using #freetrade #coffeeoftheworld. Finally, we will use this platform in an authentic manner by including relevant content while remaining consistent. This tone will be quick, to the point, and informational. This audience will reach a broad bass mass audience. We will continue to use the voice of our CEO to be consistent across platforms.
This platform will use photographs to pique the interest of our consumers from a cultural and lifestyle standpoint. This platform will use short bursts of texts, hashtags, and beautiful imagery to reach our consumers. According to Hemley, we will follow these rules for success:
- Balance images of free trade with our Coffee of the World images
- Inspire potential customers with our empathetic plight to support free trade farmers
- They use relevant hashtags (Hemley, 2013) .
The following key words will be used in various posts: Coffee, Coffee Beans, beans, Coffee of the world, fair trade, ethical coffee, coffee suppliers, and coffee farmers. We will use these words throughout the post to help consumers find the information they need, quickly.
Deckers, E., & Lacy, K. (2013). Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself. Indianapolis: Que.
Ellison, N. B., Lampe, C., Steinfeld, C., & Vitak, J. (2011). With a Little Help from My Friends. In A Networked Self (pp. 124-146). New York: Routledge.
Hemley, D. (2013, September 10). 26 Tips for Using Instagram for Business. Retrieved from Social Media Examiner: http://www.socialmediaexaminer.com/instagram-for-business-tips/
Loomer, J. (2014, June 18). Facebook Audience Insights: Learn About Those Connected to Your Business. Retrieved from Jon Loomer for Advanced Facebook Marketers: http://www.jonloomer.com/2014/06/18/facebook-audience-insights/
Parks, M. R. (2011). Social Network Sites as Virtual Communities. In M. R. Parks, A Networked Self (pp. 106-123). New York: Routledge.