Goals and gaps in Hershey

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Vancouver Island University *

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502

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Communications

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Apr 3, 2024

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docx

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Goals and gaps in Hershey's social media communication strategies Goal 1: Increase brand awareness Hershey's can use social media to increase brand awareness by creating and sharing engaging content that is relevant to its target audience. For example, Hershey's could post photos and videos of its products, share recipes and baking tips, or run social media contests and giveaways ( Social Media Lessons from Hershey’s Chocolate World , 2018) . Gap 1: Lack of a clear social media strategy Without a clear social media strategy, Hershey's is not using social media to its full potential to increase brand awareness. For example, Hershey's may not be posting the right type of content, or it may not be using the right social media platforms to reach its target audience ( Hershey’s , 2017). Goal 2: Engage with customers Hershey's can use social media to engage with customers by responding to comments and questions, running social media contests and giveaways, and creating a community around its brand. For example, Hershey's could create a Facebook group where customers can share recipes, baking tips, and photos of their favorite Hershey's products ( 21 Examples of Successful Co-Branding Partnerships (And Why They’re So Effective) , 2023). Gap 2: Not using the right tools and platforms Hershey's not using the right tools and platforms to engage with customers on social media. For example, Hershey's may not be using a social media management tool to track and manage its social media accounts, or it may not be using the right social media platforms to reach its target audience (unmetric, n.d.). Goal 3: Promote products and services Hershey's can use social media to promote its products and services by posting photos and videos of its products, sharing recipes and baking tips, and running social media contests and giveaways. For example, Hershey's could post a photo of its new chocolate bar on Instagram with a link to purchase the product on its website ( Social Media Lessons from Hershey’s Chocolate World , 2018) .

Gap 3: Not creating engaging content Hershey's facing difficulty in creating content that is engaging and relevant to its target audience. This can make it difficult to promote its products and services on social media ( Social Media Marketing , n.d.). For example, Hershey's may be posting too many promotional messages or it may not be using high-quality photos and videos (Kaplan & Haenlein, 2010). Hershey's could post a behind-the-scenes video of how its chocolate is made. This type of content would be informative and interesting to Hershey's target audience. Goal 4: Provide customer support Hershey's can use social media to provide customer support by responding to comments and questions, and by providing helpful information about its products and services. For example, Hershey's could create a Twitter account dedicated to providing customer support ( How to Create a Great Social Media Strategy Plan in 2023 , n.d.). Gap 4: Not tracking and measuring results Hershey's is not tracking and measuring the results of its social media campaigns. This can make it difficult to determine what is working and what is not. For example, Hershey's may not be tracking the number of followers it is gaining, the engagement rate of its posts, or the number of website visits generated from social media (unmetric, n.d.). REFERENCES Social Media Lessons from Hershey’s Chocolate World . (2018, August 23). Mike Gingerich. https://www.mikegingerich.com/blog/social-media-lessons-from-hersheys-chocolate-world/ Hershey’s . (2017, March 16). Smore. https://www.smore.com/1a65y-hershey-s 21 Examples of Successful Co-Branding Partnerships (And Why They’re So Effective) . (2023, June 15). https://blog.hubspot.com/marketing/best-cobranding-partnerships unmetric. (n.d.). Social Media Analytics & Intelligence Dashboard by Unmetric . Unmetric. Retrieved September 22, 2023, from https://unmetric.com Social media marketing: What it is and how to build your strategy . (n.d.). Sprout Social. Retrieved September 22, 2023, from https://sproutsocial.com/insights/social-media-marketing- strategy/

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