(Video) King Arthur Flour Uses Facebook to Build Friendships

PJ HamelYesterday, I had the pleasure of chatting with PJ Hamel, a longtime employee of King Arthur Flour (KAF).

According to the KAF blog, PJ “was born in Wisconsin, grew up in New England, and graduated from Brown University. She was a journalist in Maine before joining the King Arthur Flour Company in 1990, where she spends many happy hours in the test kitchen developing recipes. She authored/co-authored three King Arthur cookbooks; and currently writes, edits, and blogs about food and baking online at kingarthurflour.com.”

PJ is very involved in the social media strategy and day-to-day activity on KAF’s social profiles, specifically Facebook. PJ also happens to be one of the nice humans on the planet … as you’ll see in the video below. Bonus: If you listen closely, you’ll hear my dog walking around in the background.

Over the course of this short video interview, PJ and I chatted about the following:

  • What it’s like to be an “initial” person – PJ, DJ, MJ, etc.
  • PJ’s background – how she landed at King Arthur Flour over 20 years ago.
  • How I first connected with King Arthur Flour (hint: read this blog post).
  • PJ’s take on the power of social media … but also the importance of one-to-one-to-one.
  • Why 152 comments on a Facebook post is just “so so”.
  • The cost of using Facebook for “instant” customer feedback.
  • Why Facebook is the best social media platform for King Arthur Flour … to build friendships.
  • Positive interaction with your brand builds friendship. Friendship builds loyalty. Loyalty (eventually) builds sales.

Can’t see the video? Try watching directly on YouTube.

Have you seen other big brands using Facebook as effectively for customer feedback as King Arthur Flour? If so, please share in the comments below!

DJ Waldow
Waldow Social
@djwaldow

4 comments
djwaldow
djwaldow

 @LauraC EXACTLY! Thanks for stopping by.

LauraC
LauraC

Far too many people throw up a Facebook business page and think they are done. Even getting people to like your page doesn't mean a lot, it's how much engagement you are getting with your brand. However, if like PJ, you are getting more than 150 responses to each Facebook update then you are obviously doing something right.

SignalzHolly
SignalzHolly

Great company! Been many times to the store and taken baking classes! @djwaldow @KingArthurFlour