United Supermarkets Expands Social Media Presence
United Supermarkets, LLC has expanded its social media presence for three of its four store formats, giving each of its banners -- United Supermarkets, Market Street and Amigos – its own unique and separate set of social media pages on several platforms.
The growth of social media and unique positioning of each banner drove the decision to diversify outlets. While the company’s social channels were previously aligned geographically, the new alignment by brand allows each banner to have unique representation on Facebook, Twitter and other social media platforms.
“As we became more active on social media, we realized that publishing content about all three of our banners to a single Facebook or Twitter page wasn’t the most desirable way for our guests to stay updated on what was happening in the stores where they shop,” said Kelly Podzemny, social media coordinator for United. “Now they can follow only the banners where they shop, or all three if they like, and not be exposed to the same message twice.”
In early February 2013, the company converted its former “West Texas” Facebook page, which represented all three West Texas brands, to represent only its United Supermarkets stores. The company also converted the previous Dallas/Fort Worth Facebook page to represent Market Street stores across all of its regions. New Facebook and Twitter accounts were created for the Amigos banner.
“Social media has been a great way to engage with our guests,” said Jennifer Nanz, digital media manager for United. “We are evolving from simply being a grocery store to becoming a valuable source for interesting, entertaining and useful content. Our goal is to provide relevant information to our guests, and narrowing our message to the specific banner helps us achieve that goal.”
The changes have been well accepted by fans. New followers for Facebook and Twitter channels have increased by 38 percent, and regional diversity has increased among all channels.
Lubbock, Texas-based United Supermarkets operates 51 stores under four distinct formats: United Supermarkets, Market Street, Amigos United and United Express.