The Social Media Opportunity for CPG Companies

One of the biggest dilemmas for consumer packaged goods (CPG) companies when it comes to social media is figuring out how it fits with traditional methods of marketing. But I think “fitting in” is the wrong approach. Trying to slot social media into an existing marketing plan is like putting an oversize turkey in a too-small oven. Social media is just too big to squish into a defined space. To make it work, you’ve got to rethink your entire marketing strategy. You need a bigger oven, not a smaller turkey.

In my new report on consumer packaged goods companies and social media (full version available to eMarketer Total Access subscribers), I wrote:

The opportunity for CPG marketers in social media probably does not ultimately lie in paid advertising, or even in building a branded community or fan page on a social network. CPGs can use social media to humanize their brand and create loyalty simply by being available when consumers have a problem, question or compliment.

Buying an ad banner on a social media site won’t help you listen, and giving away coupons on social networks won’t solve your customers’ problems. Social media is about more than collecting friends or fans. After all, the best kind of friend (whether human or brand) is one who listens when you need it most.

What do you think? How can brands be good friends to consumers in social media environments?