Hershey’s three pillars of Facebook engagement

Although you don’t see them linked on the main Hershey’s page, the company has pages for a slew of other brands on the site. Reese’s, with its more than 8 million likes, has one of the biggest pages. Add to that pages for Jolly Rancher, Ice Breakers, Pieces Candies and more, and you’re talking about a lot of responsibility.

Yet, Public Relations Manager Anna Lingeris and her team at Hershey manage to regularly engage with fans, in part, she says, by sticking to three key pillars: awareness, content, and agility.

Awareness

One simple rule that companies should observe on Facebook and, really, across all social media: Don’t be clueless. And yet, they so often are. Lingeris says companies have to expand their horizons beyond the bubbles of their own news and announcements.

“It’s a shared channel,” she says. “It’s not a channel to talk about everything you want to talk about. You always have to be aware of what’s happening in the world. You specifically have to be aware of what your fans want to hear, what they want to talk about.”