Few condiments hold a candle to this savory-sweet, palate-pleasing treat enjoyed by adults and children alike. Ketchup, your pairings are endless: eggs, bacon, bologna, hot dogs, fries, burgers, sausages, onion rings, grilled cheese, chicken fingers, fish sticks…alright maybe not endless. That’s getting pretty close to an exhaustive list, as far as any self-respecting person can enumerate. Yes, this powerful condiment possesses an innate ability to make-or-break your summer BBQ. And it recently showed off some of its unique power to rally social media supporters in a very surprising way. Canadian Connoisseurs Speak Up In March 2016, Loblaws decided to pull French’s ketchup from its shelves without warning, inciting a viral backlash demanding Loblaws re-list the item. The sense of importance associated with this particular product most likely stems from its local origins. French’s ketchup is made with tomatoes grown here in Canada; Leamington, Ontario to be geographically precise. Thus it’s a source of national pride, of small-town Canadian jobs and, ultimately, of significance extending well beyond something squeezed from a bottle. This high level of engagement in the supply chain management process led Globe and Mail food columnist Sylvan Charlebois to declare in his Ketchup Wars opinion piece that “the politics of food distribution are alive and well in Canada”. Many speculated that unfair competitive practices among vendors may have had something to do with Loblaws’ decision to de-list the product. Finding evidence to support this theory is challenging. However, the ketchup story illustrates how the complexities of food retailing are increasingly intermingling with unexpected social media uprisings.
Social Media Metrics can be used to benefit virtually any business, but are even more beneficial for small businesses and those in the early stages of growth and establishing themselves. Metrics help to illustrate and clarify which aspects of the business are gathering the best response and most traffic over various social media platforms. This allows marketers to select and focus more attention on the platforms that are getting the best response rate, to keep doing what’s working, and to improve upon what’s not.
Organization Name: Slack Name of Contacts: Stewart Butterfield, Founder, Slack – @stewart Industry: Enterprise Social Networking Web references: Slack – @slackhq FooPlugins – @FooPlugins Company Overview: Slack is a team communication tool created in 2013 by the co-founder of Flickr, Scott Butterfield. After he left Flickr/Yahoo in 2008, he co-founded an online game company, Tiny Speck. During their developments they found themselves… Read more »
Organization name: University of Waterloo, Center for Extended Learning Industry: Education, Professional Development Name of contact: Peter Carr, PhD, Programme Director, Social Media for Business Performance Web references: Social Media for Business Performance Using Crowdsourcing to Develop a Student Resources Application WordPress is a relatively easy program to use. However, for novice users who are not widely computer experienced, and… Read more »