FACEBOOK: DEFENSE & STRATEGIES USED

Facebook is a strong platform with 1.79 billion users visiting Facebook daily. (Perth, 2021). It was chosen as a social platform for Uncommon Grounds not only because of its vast reach, but because all posts here can easily be shared with its affiliated platforms (Instagram, WhatsApp) with ease.

Several strategies were taken into account when writing the profile and creating the posts.  The tone used was friendly, conversational and respectful. (Seeks, 2020) The sentences were simple and concise. While the emphasis was placed on accomplishments, the previous shortcomings were listed in the about section as being straightforward is valued. (Seeks, 2020) If a text post is more concise (limited to 250 characters or fewer), users are more willing to commit the time to engaging with your content. (Parks,2020) Emoticons were also inserted into posts to can humanize the brand. Research has indicated that the use of emoticons yields engagement rates that are 57% higher in “Likes”, 33% higher in shares, and 33% higher in comments. (Parks, 2020) Lastly, every post features an image or a video because posts which contain images account for 53% more likes, 104% more comments, and 84% more clicks. (Parks, 2020)

The first post showcases the new packaging which is important because these posts are primarily focused on educating potential and existing consumers about the change made to increase the transparency of product origin.

The second post features the packaging and the Blandón Family coffee farm to visually translate the connection between the two.

The third post showcases what fair-trade practices are able to do, in this case, contribute to building better schools. This image was chosen because the children getting an education holds an emotional appeal and the adult sitting in the classroom arouses curiosity. The image and the link click through to the blog which features the story in more detail.

Together, these three posts begin to showcase the changes that are already in effect which lends strength to the statement that the company is being actively re-structured with B Corp Certification as the goal.