Food Retail Social Media Manager Interview: Abby Pemberton with Publix

By: Kelli Windsor, Manager for Member and Digital Communications, Food Marketing Institute

Social media is a moving target. The tactics to succeed seem to change and evolve every day. Because of the transformational nature of social media, I find the best way to learn about what is working is to talk to my peers—other social media managers in the trenches pursuing the goal of quality engagement.

FMI is starting a series of blog posts that interview social media managers from different food retail companies. We’ll ask questions that facilitate sharing of best practices and lessons learned. Our first post in the series is an interview with Abby Pemberton, social media manager with Publix Super Markets.

Let’s start with a personal question. Who does the grocery shopping in your household?

Abby: Mostly me. My husband and I are definitely the type that stop by to shop as we decide what’s for dinner that night.

 What’s your organization’s social media goal and target audience?

Abby: Our primary goal on social media at Publix is to be an extension of our stores. We aim to provide valuable tips and information, and the same great customer service to our customers online as they experience in our stores. 

Tell us what an average day looks like for you.

Abby: It typically starts by briefing the team on any unique topics that have come up overnight to prep them for the day. The rest of a routine day is spent reviewing planned content, collaborating with various teams on new initiatives and being available for input on more unique customer interactions on Facebook and Twitter. Every day is different and there’s always some unplanned aspect to social media, but that’s what keeps things interesting!

 What advice do you have for food retail social media managers?

Abby: Don’t forget that your social media communities’ interests can change and grow. Keep listening. Knowing your audience well can help strengthen everything from content performance to community management methods.

Do you manage your food retail organization’s social media and want to take part in the series? E-mail Kelli Windsor.