Social Media Marketing Strategy: J. M. Smucker Company

1. Executive Summary The objective of this social media marketing plan is to present a marketing strategy for the J.M. Smucker company, which is among the most reputable food brands in the USA. The company is headquartered in Orrville, Ohio and is a manufacturer of ice cream toppings, natural peanut butter, beverages, shortenings and other products. In the recent past, the company has been failing in its social media presence due to bad publicity occasioned by its anti-GMO labeling campaign efforts. The company is known for its ‘family-friendly foods’ but uses genetically modified ingredients in its products. The anti-GMO labelling campaign support has adversely affected the company’s standing with consumers as evidenced

M. Smucker was embroiled in a legal tussle with GMO labeling campaigners for having violated campaign finance laws by funding agri-business-fueled campaigns against provision 37 that demanded compulsory labeling of foods that contained genetically engineered ingredients in the state of California. This is a legal issue that adversely affected the company’s brand image in the eyes of its consumers.

2.1.5.Environmental factors In the case of Smucker, the environmental action campaign group was able to get about 35,000 signatures against what they termed as the company’s role in funding anti-labeling efforts. This issue touches on environmental factors because GMO foods are seen as a threat to the environment and many people think that GMO-based food companies are a threat to the environment. 2.2. Internal Environment Events that occur within an organisation are its internal environmental factors. These factors are easier to deal with and include factors such as the morale of employees, culture changes, changes in management and finance. The J.M. Smucker company has to contend with management changes since the public outcry was made worse by top management in trying to delete comments by the consumers on social media regarding the anti-GMO

Promotion services can be used for increasing sales, raising awareness or concerns about certain issues, altering public opinion or developing a brand image. For Smucker, the most immediate objective will be to alter public opinion and improve its brand image. The objectives must be specific and can easily be evaluated and measured. These will include 1) clarifying the position of the company on the issue of GMO 2) interacting with the target audience to change their perceptions of the company. 3) opening up to criticisms and rectifying the situation through change of company policy on the issue 4) addressing consumers concerns on the activities of the company and aim at increasing visitor loyalty to the