The USPB’s “Potatoes, Taters & Spuds” Facebook page has grown its fan base by nearly 25 percent since the beginning of FY12 and is now seeing the highest levels of engagement to date with its consumer fan base due to a strategic mix of promotions and diverse content integration. Today, the page has 8,851 fans, up from 6,723 at the end of FY11.
A diverse mix of content on the page helps keep “Linda” engaged. New to the content mix in FY12 are grower profile posts, integration with the weekly recipe email each Tuesday, and working closely with the foodservice, advertising and retail agency teams to include relevant content from their programs on the Facebook page.
The first promotion of FY12 was a timely Labor Day Potato Salad Sweepstakes. “America’s Favorite Potato Salad Sweeps” drove users to vote for their favorite potato salad from four healthy and delicious-looking choices and for the opportunity to win a Kitchen-Aid Mixer, an item every Linda wants to have in her kitchen – and that makes mashed potatoes a breeze! During the month of September when the promotion ran, the fan base grew by 2,000, and more than 1,500 consumers entered the sweepstakes. There was also a 25 percent increase in active users from September to October, meaning “Linda” is engaging with the page (liking and commenting on the page and posts) more than ever.
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