Social media is an essential marketing tool for grocery retailers — especially smaller chains and independents who can get more bang for their buck via social.

Most grocers recognize that social media can amplify their brand, said IGA’s Jessica Vician. According to the 2021 Sprout Social Index™, 90% of consumers will purchase from a brand they follow on social media. They are also 86% more likely to choose that brand over a competitive brand. 

With consumers increasingly turning to brands’ social media pages for support, independent grocers must ensure their channels are being monitored at all times. When issues are addressed efficiently and satisfactorily, a brand’s customer advocacy can increase up to 25%.

“Social media is a powerful resource for independent grocers when they are willing to open themselves up to their shoppers,” said Megan Drazer, IGA’s senior director of shopper content. “Unlike their corporate chain competition, independent retailers have the freedom to ask their shoppers for input, listen and respond quickly to feedback, and share their own company personality.”

So why would an independent grocer have a social media page? For Jimmy Wright, owner of Wright’s Market in Opelika, Ala., he turned to social media to reach more customers, according to IGA.

“We’ve seen a decline in newspaper readership, and we know how many people we’re reaching on social media — it’s measurable.”

He said he also likes the speed and flexibility of posting on social when compared to print.

“I think all retailers should be actively participating in social media,” said Sierra Sterrett, digital marketing and social media coordinator for Oregon-based Chester’s Markets, in an interview with IGA. “Digital media is growing every single day and has taken over society and the way we function, act, think, etc. The most important aspect of marketing is to provide content that will be captivating to the consumer. In this fast-growing digital world, this can be extremely difficult yet rewarding when done correctly.”

To help retailers up their social media game, IGA compiled a list of dos and don’ts from independent grocers who have shown consistently strong engagement.

Wright’s Market, for instance, shows continuously high engagement on their Facebook page whether it’s through their Free Food Fridays (a chance to win a store gift card), showing off the day’s prepared foods, or sharing community fundraisers.

Wright’s Market uses a combination of professional graphics and personal posts from Jimmy that include employee spotlights, updates on their ongoing store renovation, and the especially popular updates on Jimmy’s daughter Emily through the years. The right mix of business and personal updates creates a sense of trust and sharing with their social media community.

Wright’s Market, for instance, constantly updated its shoppers on the status of its store renovations.

On the “don’t” list when it comes to social media, Wright’s Market chooses not to take a political or social stance.

“We never have delved into the area of taking a position on anything. We’re just about selling groceries,” Wright said.

Widening the net

By utilizing social media, supermarkets are able to reach a larger audience and gain more potential customers than ever before, according to digital marketing specialist Brandignity.

Upping their social games allows retailers to connect with customers on a more personal level, opening up opportunities for influencer marketing, leveraging social media trends, and creating unique content to promote their brand.

“Using social media for supermarkets also allows them to stay in the know with their customers,” according to Brandignity. “They can provide feedback, get more eyes on their product, and build customer loyalty. Additionally, they can use it to track customer trends and use that data to create targeted marketing campaigns.”

“By implementing a well-rounded social media strategy, supermarkets, and grocery stores can not only increase their customer base but also foster community and enhance customer loyalty,” according to Brandignity. “Supermarkets can also use social media to create more engaging content. They can post pictures, videos, and other content that can be funny, informative, and creative. This helps to create a unique culture and personality for the supermarket brand that customers will appreciate.”

Gaining online visibility: Tips from Brandignity

Building brand awareness

  • Logo and branding: Use a consistent logo and color scheme across all social media platforms to establish brand identity.
  • Introductory posts: Share the history and values of the store to connect with new followers.
  • Local partnerships: Promote partnerships with local suppliers and brands, emphasizing community support.

Customer engagement

  • Polls and surveys: Use interactive polls and surveys to understand customer preferences and pain points.
  • User-generated content: Encourage customers to post their shopping hauls and tag the store, then reshare on the store’s social media channels.
  • Live q&a sessions: Host live sessions featuring staff, industry experts, or local influencers to engage with customers.

Product promotion

  • Limited-time offers: Announce sales and promotions exclusively on social media platforms.
  • New arrivals: Use eye-catching visuals and videos to showcase new or seasonal products.
  • Recipe videos: Share quick and easy recipe videos that feature products available in the store.

Customer service

  • FAQs and How-To guides: Share content that helps customers navigate the store or make the most of their purchases.
  • Instant messaging: Use chat functions to provide real-time customer support for queries or complaints.
  • Store updates: Use social media to inform customers of changes in store hours, policies, or safety measures.

Community outreach

  • Event promotion: Use social media to promote in-store events, such as cooking classes or farmers’ markets.
  • Charity initiatives: Share the store’s charity efforts and encourage community participation.
  • Local spotlight: Feature stories or interviews with local farmers, artisans, or small business owners whose products are sold in the store.

Content strategy

  • Daily/weekly themes: Introduce themed content for different days of the week, like “Meatless Monday” or “Fresh Fridays.”
  • Seasonal campaigns: Create campaigns around holidays, seasons, or local events.
  • Analytics tracking: Regularly analyze performance metrics to adapt and refine social media strategies.

Loyalty and retention

  • Exclusive discounts: Offer special discounts or early access to sales for social media followers.
  • Loyalty programs: Use social media to promote and manage customer loyalty programs.
  • Customer testimonials: Showcase testimonials and reviews from satisfied customers to build trust.