Magazine article Marketing

Social Tracker

Magazine article Marketing

Social Tracker

Article excerpt

We get the scoop on whether Ben & Jerry's licks rival ice-cream brands on social media.

Ben & Jerry's, the Unilever-owned ice-cream brand known for its social conscience and mission to effect positive change, tends to adopt a US-centric approach to managing its social media presence.

Over the whole period analysed here, from March to June, the brand's US-based @BenandJerrys Twitter feed logged 101,930 official updates, mentions and retweets, while @BenandJerrysUK chalked up 7941.

Over the monitored period, PSONA's social- insight tool accessed more than 113,000 mentions on social platforms, with conversation regarding the Free Cone Day promotion creating the biggest spike in conversation.

Ben & Jerry's social accounts very often ask for customer feedback, thoughts and ideas, which raises audience interaction and increases positive sentiment.

Whether or not you agree with a frozen desserts brand taking a stance on political, social and environmental issues, such as gay marriage or climate change, the strategy provides Ben & Jerry's with great discussion fodder for its social channels. This, in turn, allows it to have deeper conversations with its fans.

SOCIAL MEDIA REPUTATION (SMR) SCORE

69

March: A spike in mentions came on 8 March, when the brand's founders, Ben Cohen and Jerry Greenfield, said they would be open to creating a cannabis-infused ice cream. The news, covered by outlets including BuzzFeed and the Huffington Post, generated more than 2000 mentions of the brand on this day alone.

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April: The #freeconeday hashtag was used more than 22,000 times, as fans were treated to a free ice-cream cone if they visited one of Ben & Jerry's Scoop Shops. Available only on 14 April, the promotion created 20,500 mentions on the day, as well as accounting for 45% of the month's entire conversation. …

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