The name Kellogg’s is ubiquitous with breakfast cereal lovers all over the world. As one of the largest multinational cereal companies, it’s interesting to take a look at how Kellogg’s implements a social media strategy across networking sites such as Facebook, Twitter and Google+.
When it comes to Facebook, perhaps most surprising of all is the fact that the breakfast giants don’t actually have a page for the brand itself, focusing instead on running separate pages for individual products.
While this is commonplace throughout social media, it’s unusual for a company to not have a central account. The product pages (such as Pop Tarts, Nutri-Grain and Frosties) are used to good effect, with the language and level of interaction clearly aimed at their individual target audiences – one can assume that a younger audience will engage more with Pop Tarts, for example, and the page reflects this – with entertaining cartoons frequently posted along with product photos and information.
Kellogg’s seem to have almost bypassed Twitter completely. While they have brand pages for both Kellogg’s UK and Kellogg’s US as well as product pages, there are relatively few followers when compared to their Facebook stats (5m Pop Tarts fans on Facebook compared to 6,100 on Twitter).
Of course, it’s possible that the company are new to Twitter and intend on implementing a more attractive Twitter campaign in the future. It’s a fair assumption to make, given that none of their official Twitter accounts have tweeted much.
When it comes to Google+, Kellogg’s don’t have any presence whatsoever, which is strange considering most large businesses will claim or ‘park’ their brand name, even if they have zero intention of posting anything.
Many digital marketing strategists have predicted a rise in Google+ as a means of communicating with an audience, and while many other large scale corporations (such as McDonalds) are yet to utilise their Google+ pages, they have at least registered an account on the network as opposed to ignoring completely.