Whole Foods Does Social Media Right

Like a lot of health-conscious consumers, I’ve long been a fan of the organic superstore Whole Foods Market.  And now, with the proliferation of social media in today’s cyber-connected world, I have another reason to admire Whole Foods: their social media strategy! 

So what are the key things that Whole Foods has done right with their social media strategy?  They have:

Had a plan from the beginning.  This one seems obvious, but you might be surprised at how many companies who begin to dabble in social media don’t stop to think about what they want to accomplish before jumping in.  A big-picture plan up front is the best course of action so the company can gauge the program’s effectiveness going forward.  Starting with a plan also helps foster a cohesive campaign.  If the folks handling the Twitter account don’t know what the folks handling the Facebook account are doing, then duplicate efforts can occur or, worse, conflicting information can result.  There should be a seamless look and consistent messaging across all social media properties.

Found where their customers are and reached them on a personal level.  What makes sense for some companies may not make sense for others.  Because food is such a universal topic, it follows that Whole Foods has a presence on a variety of sites where their customers can interact with one another and also with the company.  With more than 150 stores around the country, Whole Foods made the decision to reach customers at the local level, starting individual store Twitter and Facebook accounts to provide more targeted information such as events and specials to its regional customers. 

Clearly designated which channels should be used for which purpose.  It’s not just which social media tools a company uses, but how they are used.  The Whole Foods Twitter account, which has amassed almost 1.4 million followers, offers specials and promotions, contests and latest news blurbs.  Their Facebook page, which has almost 140,000 fans, offers recipes, nutritional factoids and tips of the day.  And YouTube is a great place for viewers to actually watch recipes being made.  All of these channels seamlessly reflect the corporate image: that of an organic, salt-of-the-earth company that is active in the community and provides some of the most high-quality, healthful items available.

Actively engaged their customers and not been afraid to start a discussion.  Last month, Whole Foods CEO John Mackey made national headlines with his op-ed in the Wall Street Journal regarding the Obama administration’s healthcare plan.  Rather than be a shrinking violet amidst some heavy criticism, Mackey immediately and openly addressed Whole Foods customers on his blog, explaining his rationale for writing the piece - then posting a link to his blog entry on Facebook and Twitter, allowing people to weigh in on the issue.  It’s a lesson in the new crisis communications:  if you don’t have the social media channels already set-up with trusted audiences, then communicating quickly and directly such as Mackey did is impossible.  There may be some risk involved, but the alternative is to let others do your talking for you.  Therein lies the greatest benefit of social media: you can provide your own voice and set the tone.

While the specific tactics will vary from industry to industry and company to company, we can apply the same basic social media principles that companies like Whole Foods have employed to our own clients here in Orange County and elsewhere. 

Whole Foods has an effective strategy in place.  Do you?

Photo Credit: Ekkun

Tags: Facebook, maples, orange county, social media, twitter, Whole Foods, YouTube