Dive Summary:
- Euromonitor International ingredients analyst Anais Mirval writes that ingredient manufacturers should focus their social media messages on driving consumer demand for their products instead of trying to utilize social media as a direct selling tool to companies.
- Fast-moving consumer goods are a hot topic on social media, and Mirval suggests that ingredient makers could use the platform to identify sensitive ingredients and discuss them before they fall under any scrutiny.
- Still, commentators such as Focus Business Communications director Adrian Moss suggest that even if social networks aren't best utilized for direct sales, they're still as powerful a B2B tool as they are B2C.
From the article:
... "Ingredients manufacturers are involved in social media but appear to be missing the point," she says. "Their communications are directed at businesses or employees when they should be focusing on educating end consumers and driving ingredient demand." ...
