Ethos, Facebook, Goodwill - The Hershey Facebook Marketing

I want to spend a moment and talk about the good that can be promoted through Facebook while at the same time leveraging a positive ethos (the impression) of the brand, the company or the persona. Let’s talk about candy.

The Hershey Company was founded in 1900 by Milton and Catherine Hershey. Milton had a passion for making candy. There is a full biographical and historical written work available on www.thehearsheycompany.com website. When talking about brands, it is important to note that Hershey, and product companies like Hershey, have many brands. Hershey has branded each of their major candy bars … the Hershey Bar, Reese’s Peanut Butter Cups, Twizzlers, The Hershey Kiss, Kit Kat, Brookside Dark Chocolate, Rollo, Jolly Rancher, Ice Breakers, Almond Joy, York, and Pay Day and more. Their top five-six candy bars carry their own Facebook page. Each brand posts on Facebook at a minimum of once a week.

I am going to focus primarily on the Company and the Philanthropic work of the Hershey company. The Hershey Company has huge philanthropic efforts. Milton Hershey said, “Give them quality. That’s the best kind of advertising in the world.” The Hershey company promotes their goodwill in their Facebook posts.

There is the Hershey School for High Risk Children. The responsible sourcing project which deals with deforestation, animal welfare, sustainable sugar and slavery and human trafficking. Yes, even human trafficking has its claws into chocolate. The Hershey company holds in high regard in paying cocoa formers the proper amount for the work even in the third world countries, which they call their Coca for Good project. The Hershey Company fights for Human Rights, a green planet through shared communities and shared planet initiatives. Needless to say, Milton Hershey built into the DNA of his company to give them quality in the candy and in the community.

The company Facebook posts incorporate videos and pictures which promote the philanthropic brand, but also reveal the work that is being accomplished. They do not shy away from the Supplier Code of Conduct of “The Hershey Company has a long history of operating with high ethical standards and integrity. We have done this by balancing our strong desire for profitable growth with our commitments to our various stakeholders, including our employees, shareholders, consumers and the communities in which we operate.” (www.thehersheycompany.com) This is highly visible on their website and linked throughout their Facebook posts. It is built into their buyer persona.

According to the Market Realist.com, The Hershey Company target persona is actuated through a micro-marketing concept to its businesses, which means that it markets precise products to small target audiences, modifying its products to meet these audiences' specific demands. Hershey aims to give its customers a larger range option by branding their products at higher prices. According to the Market Realist (Marketrealist.com): Hershey sells its products to more than 70 countries, the company does 80% of its marketing in the North America. The Hershey company also relies heavily on Holiday Marketing techniques.

Along with the micro-marketing techniques, the company activity promotes the good will work throughout the world. The Hershey company … not just the product brand … markets the company three to four times a week on Facebook with project updates, grant opportunities, and employee support programs. It is clear the Hershey Marketing team has a clear content calendar and sticks to the plan. These posts are typically short videos or a series of photographs which are posted with routine and schedule in mind.

The posts are in high definition and show people having a good time, while there is always a picture of the Hershey logo or one of the Hershey brands in the background. The Facebook messenger is also active and pops up on the page inviting the user to ask questions or connect.

Hershey does not engage the call to action … accept when it is to reach out for assistance or is a thank you for the buyer. Now on their individual product brands, you see more call to action in the pure delight of a mouth-watering chocolate confection. There was a call to check-out their new quiet room at Chocolate World for Children or individuals with sensory issues. Who doesn’t want to enjoy their chocolate in peace?

Each Facebook post has hyperlinks and tags to the webpage, blog and the product line. The company uses its good will efforts, which was started by Milton Hershey over century ago, to leverage the over-all company ethos. I may be eating a chocolate bar filled with sugar and things my doctor does not want me to eat, yet, I can feel good about supporting a company that does many great things for the community and the world. The company uses its Facebook for awareness but it is also a means to promote their good will, philanthropy and products.

The Hershey company is a good company and has a strong Facebook presence. It will be interesting to explore how the company promotes these same ideas on other platforms in future podcast.

Until then, have some chocolate and if it is Hershey chocolate, you can feel positive about all the good the company is doing … just remember too much of good thing many not apply to good will, but too much Chocolate can turn into a not so good thing.

You know I love ya, Don