Study: Social Media Replaces Mom as Go-To Culinary Resource

Social media and the Internet is where Americans now go to learn to cook, select recipes, plan their meals, purchase their food and share their culinary secrets with others, a dramatic shift from years ago when mom was the go-to culinary resource, according to a new study, "Clicks & Cravings: The Impact of Social Technology on Food Culture."

Nearly half of consumers learn about food via social networking sites, such as Twitter and Facebook, and 40 percent learn about food via Web sites, apps or blogs, according to the study jointly developed and conducted by consumer research firm The Hartman Group and Publicis Consultants USA, a food and nutrition marketing agency.

"Consumers used to rely on mom and family traditions for meal planning, but now search online for what to cook, without ever tasting or smelling," said Laurie Demeritt, president and COO at The Hartman Group. "Digital food selection is less of a sensory experience and more of a visual and rational process: What's on the label? What's in the recipe? Show me the picture!"

In the past, whereas consumers listened to the opinions of a few trusted resources - mom and other family members - in deciding what to buy, cook or eat, modern consumers "crowdsource" the opinions of many before deciding what to buy.

The infiltration of social media into the food experience also goes far beyond purchasing and preparing food; it now includes the meal experience as well. While eating or drinking at home, nearly one-third of Americans use social networking sites. Among millennials (18 to 32 years old), this figure jumps to 47 percent. "The 'table for one' rarely exists anymore, even among single people eating alone at home," added Demeritt. "If you are eating alone, chances are you are also texting friends who live miles away or posting food photos to a review site."

Lessons for Marketers

The study, which polled 1,600 U.S. adults in an online survey, revealed it's not enough for food and grocery brands simply to be present in the virtual space or build up legions of followers. The payoff is a long-term and personal relationship that creates brand advocates and an emotional connection that drives influence. To achieve such an enriching relationship, communication must be relevant and have a distinct and authentic personality.

"The best social and digital campaigns reflect the audience's values, interests, concerns and aspirations," said Steve Bryant, president of Publicis Consultants USA, part of MSLGROUP Americas. This approach is effective for both large and small brands, Bryant noted.

In the food and grocery category, consumers' social media behavior falls along a continuum of engagement, according to the study, and brands should tailor communication strategies to be relevant to each type of user.

• Spectators use social media as an extension of their network of friends, family and peers. They use social media for product reviews, recipes and good deals.
• Dreamers curate and push food-related content through social networks. They aspire to have larger followings and more influence than they currently do.
• Doers are the most engaged. They are the core of food and social media, creating content that inspires followers.

"There are many brand opportunities for each specific consumer," Bryant said. "For example, a brand may entice Dreamers by incorporating its recipes on its site, or appeal to a Spectator by offering incentives in exchange for a video review. The report is a powerful tool to help brands strategize their approach to social and digital media.