Social Media Spotlight: Behind the Burner

Progressive Media Concepts, social media marketing, social media managementFor this week’s Social Media Spotlight, we are pleased to introduce Behind the Burner. Behind the Burner is a food based e-brand that focuses on bringing the tips, tricks and techniques of culinary masters, entrepreneurs and more to the masses with videos, recipes, blog posts and product reviews. The vision for this business was to educate and share experiences on numerous culinary topics, and that’s just what they did! We were lucky enough to speak with Kaitlin, the Social Media Manager, and gain insight to their marketing strategy. Let’s see how social media has helped Behind the Burner to reach their audience.

What social media platforms do you currently use?

K: We are currently using Vimeo, YouTube, Veoh, Allrecipes, TwitterFacebook and Myspace, (thought not nearly as much any more, of course.)

What value, if any, has social media provided for your business?

K: I would never have been able to get Behind the Burner on the road to success without first making sure our hungry fans were fed. We did numerous videos, 2-3 a week, featuring national and international chefs, pastry chefs, small business owners, mixologists and more. All videos were posted to numerous video websites so that our brand traveled via the Internet to a lot of other countries, not just America. In fact, on YouTube the videos that did best were our tutorials on Spanish tapas that Divya filmed for a week in Spain. The best part about having a food site is that everyone likes to talk food, even to say, “I don’t like it”. We never fail to have conversations about baking measurements, fois gras do’s and don’ts, or the best vegetarian dishes for Thanksgiving. Truly, it’s like sitting down to a conversation with your mama in the kitchen and that’s what really helped propel our business: the familiarity of food.

Which social media platform works best for your business? Why?

K: Since we’re food tutorial based, using YouTube is one of our greatest assets. We are able to discuss recipes and chefs in the comments section, which is great. Twitter is a close second, as tips, tricks and techniques are easy to discuss, and is a great platform to use for giveaways.

How has social media impacted your business in terms of marketing and sales?

K: Behind the Burner did not drive a lot of sales as we weren’t into e-commerce, but marketing wise, Facebook was our greatest asset. The videos, blogs and other content that were posted had the most views, clicks or likes. The first thing most people do in their work day is log on to Facebook, so we tried to be there with them.

Do you have any advice for companies who are on the fence about social media?

K: Use it. There’s no better way to promote your brand than to make a fan page, Twitter account and perhaps a YouTube or Pinterest page. Visuals are the most valuable asset to any company, so make sure your camera is fired up and document EVERYTHING. Then post it so people can see what you’re up to; let them go behind the scenes and be a part of your company, not just a customer.

Is there any social media strategy that you would like to improve or do differently?

K: At this particular moment, not really. I feel that social media sites have grown so much that there is no right or wrong, only a particular way to do things. I guess if I’d have to choose my least favorite social media strategy, it’s other companies using fake logins to bring down or discourage other fans on Facebook. Anonymous abuse is a pet peeve of mine, but that goes for everything, not just promotion.

Behind the Burner is a great example of a company that has built brand awareness and a following through the use of social media outlets. Kaitlin could not be more correct when she explains that visuals are the most valuable asset to any company. Once you have a YouTube channel with content, it’s a great idea to share those videos across social networks like Facebook and Twitter for even more exposure. And of course, we always appreciate a company who gives their customers the opportunity to become involved with their brand. For more information on Behind the Burner, visit their website today!