Late Adopters to Social Media

by Kim Taylor

The argument can certainly be made that social media is not right for every company.  Although, when you really poke and prod there are probably very few that couldn’t find some way to weave it into their overall communications strategy.

But, what about companies—especially highly visible ones—where you find yourself scratching your head and asking, “Why don’t they engage with customers on Facebook or Twitter?

In 2009, former tech blogger for the Orlando Sentinel blogged about local companies using Twitter effectively and specifically called out Lakeland-based Publix Supermarkets for not having a presence.

At the time, way back in 2009, Publix didn’t have a Twitter handle or Facebook page (in their defense, many companies didn’t). And, even then it seemed like a strange choice.

Heck, there was even a fake Publix Twitter account.  Why wouldn’t they want to be there?  Companies in their industry, like Whole Foods, were already blazing trails in social media.

Then it happened … nearly 2 ½ years later:  Publix joined Facebook.  They’ve been active since July 1 and already have an astonishing 59,000+ likes.  The page is incredibly active—some updates had hundreds of comments.  They share recipes, coupons, and stories.  It’s what they should’ve and could’ve been doing from the beginning.

So, I ask you, what do you think the reason is for late adoption?  Lack of resources?  Knowledge?  Waiting to see if social media would be just another passing trend?

Are you a late adopter?  If so, what’s stopping you?

3 Responses to Late Adopters to Social Media

  1. Kerry says:

    What’s worse? Late adopters who take their time to determine a strategy, or those early “adopters” who only put a stake in the ground to claim a username but then do nothing with it?

    I think it’s a good thing that Publix assessed how they should be engaging with customers before leaping in with no game plan. That said–yeah, they took too long. What was the hold up?

  2. I’ve been trying to figure that out for a while, Kerry. I think it’s good that they began very deliberately. It’s clear they have a strategy, but imagine the following they’d have now if they’d only gotten to it sooner.

  3. […] Late Adopters to Social Media – September 1, 2011 […]

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