By: Felicia Loo
Social media is a widely popular means of communication in our generation and continues to expand. The New York Times recently reported that many companies are using social media outlets, such as Facebook, Twitter, and Foursquare, to engage consumers through a cost-effective and high visibility avenue. Through social media, engagement of consumers is not limited to simply surveys, but it can open the door to a number of beneficial opportunities, such as trend analysis and focus groups. Social media is helping to bridge the gap between the food producer and consumers, which has the potential to decrease the time and effort needed for food product development. Furthermore, using social media to engage consumers allows companies to build a relationship with consumers and enhance brand loyalty towards their product.