Based on recent events I read on social media news, I selected
Panera Bread. To me this company is a sleeping giant as its growing in business. As
a restuarant they offer good services and health conscience meals. If you are
unaware with the latest social explosion that involved Panera Bread, check out this
news story. This isolated situation with the restuarant lead to a post that generated over one million likes.
1.
What are people saying about this organization
online? What tools are they using to talk about the organization?
Panera bread is a place people will come to eat or get a delicious pastry and its
known for its college demographic appeal. I researched what people saying and
how its helping the brand of the company. I used several tools like Twitter,
Socialseek.com, Socialmention.com and Facebook to better understand what is
being discussed about this brand.
On Twitter I am noticing a pattern of people discussing
when they are having a meal. Majority of the time its
stating they are eating at Panera Bread with excitement.
@francessc4 haha my boyfriend too!
It's like I should just live at panera bread haha
twitter.com/_badjujuu/statuses/247454842119938048
2 minutes ago - by @_badjujuu on
twitter
In Facebook, we see a change of what users are talking about
with Panera. They tend to offer their reviews of the meals they had or mention
what is their favorite. This is where we start seeing some negative comments.
Most being regional based such as a bad service at a certain chain.
Overall Panera's posts revolved around posting photography of their
meals, so they lead their followers with visuals tasty goods. Great approach especially
when they align their post to meal time and timing of snack.
2. Is the organization responding to these people through
social media? If so, how effective do you think they are?
Facebook can provide a best scenario of how Panera is
addressing to customer’s post. Oddly I
did not see any post where Panera themselves answered but the community itself
helped each other. Lets look at the following post on Panera Bread about Gluten
Free meals:
Tybois Uphold
I have a friend who is on a Gluten
free diet (because her son who has Autism is also) and she really wants to come
in, get some soup and a sandwich, but isn't sure if there is Gluten in the
Panera menu. So, I am wondering, are any items on the menu Gluten free?
Like · · Yesterday at 12:44pm
Lindsey Hill There are no baked goods that gluten free, due to
cross-contamination issues, but, there are some gluten free items on the menu.
You can go to paneranutrition.com to find all ingredients in the menu items.
You can also ask an associate when ordering, and they can look it up in the
nutrition guide.
Yesterday at 5:03pm via mobile · Like
Lindsey Hill That are*
Yesterday at 5:03pm via mobile · Like
Tybois Uphold @Lindsey: Thanks! :)
Yesterday at 5:05pm · Like
Write a comment...
This show Panera Bread may have set up their community to
help each other in general business questions. What I am seeing though negative
questions such as bad cleaning habits at certain chains are left unanswered
for user to see. I do want to state that Panera Bread can be reaching these individuals privately instead of wall post.
3. What social media tools is the organization using to
proactively communicate with their user base (rather than just responding)? How
effective do you think they are in building relationships and engaging their
customers online?
Surprised with lack of customer support on Facebook, I looked at Twitter account for Panera Bread this where I saw the company address to their customers questions. I did enjoy how they try to make customer's feel they are talking to an individual and not a robot. In an age where customers feel they are calling into a foreign country and dealing with language barriers. Also to note the twitter account isn't just to address customer's questions but they even tell their followers when new meals are added to the menu:
@AdamLewicki Hi Adam. The Roasted Turkey & Cranberry Panini was just introduced this week! We hope you'll stop by & try it out.
This shows how the company is really on top of their followers and making sure they are being heard, I do feel based on the recent events at Panera Bread, makes me conclude they have loyal following. The company fosters that within their own organization to serve the best quality. In an age where it takes just one post to tarnish a company's brand, its important to have a strong social presence and good engagement.
One interesting self-exploration on Panera Bread is how loyal their followers are. I am use to seeing other online communities but never seen one where user's would answer others questions. I do feel this is the work of a good company structure that is transparent when it comes to social media.
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