The Potato Council has conducted some in-depth research into the social media sphere as it looks to further its messages.

As well as being used by Potato Council to shape its own online activity, the report entitled Social Media Marketing in the UK is also being made available to assist the potato industry with marketing planning.

Part of Potato Council’s marketing strategy is to target younger consumers who are eating fewer potatoes than their parents, and social media has an integral and positive role to play.

Caroline Evans, head of marketing and corporate affairs for Potato Council, said: “Online marketing has become a very important tool, but correct targeting is crucial. We commissioned this dedicated social media research project to enable us to identify the most relevant sites and applications for our core messages and ensure that we are investing our resources most effectively. The findings are incredibly informative and should prove beneficial for the whole industry.”

In 2010, 30.1 mliion adults in the UK (60 per cent) accessed the internet every day or almost every day - nearly double the estimate in 2006 of 16.5m. The report plots the online landscape; showing where potato-based conversations are taking place and the sources of information ranked highly by consumers and focus group findings.

It has influenced Potato Council marketing activity, most recently partnering the Mumsnet forum to stimulate discussion around potatoes and provide recipe inspiration.

Sponsored content generated over 50,000 page views in one month and an incentivised survey provided insight into potato consumption and mealtimes.

The report is available free for levy payers.

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