There are plenty of companies - large and small - still trying to figure out how best to integrate social media into their strategic growth plans. And many of the multinationals have and are spending millions of dollars building up their Facebook presence. But there's one midsized candy manufacturer - Candy Industry estimates revenues within the $50-55 million range - that seems to have built an enormous following one "like" at a time from grassroots followers that are loyal to the WARHEADS brand. Littleton, Colo.-based Impact Confections has 2.2 million Facebook followers, sixth among global non-chocolate brands and a top-150 brand globally. How does the company do it? "It's important to post the right kind of stuff and not to sound like an advertisement for your products," explains Andy Telatnik, director of marketing. "You don't want to inundate them with noise; for us, it's all about having fun and sharing the WARHEADS experience, such as posting funny videos, memes, and shareable content."
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