Authors: Nicole Kruse, Dr. Lauri M. Baker, Iyonna Campbell, Scott Stebner, Dr. Cheryl R. Boyer, Dr. Hikaru Peterson
The purpose of this study was to quantify the use of social media as a marketing tool for garden centers across the United States
Results of this research indicate that while garden centers in the U.S. are using Facebook, they may lack understanding of the important elements in social-media marketing. The most common forms of business information filled out on Facebook pages were the physical address and the web page. This information is usually part of the set-up process for a page and the easiest to complete. However, almost half of the sample did not include the hours of operation or a way to contact the store offline. While these are still basic aspects of setting up a Facebook page, there appears to be a knowledge gap regarding Facebook pages and the essential information that needs to be included. The vast majority of garden centers in the sample had a Facebook page which gives further evidence that Facebook marketing has reached a point of maturity in the green industry.
- Practitioners should make every effort to fill out all relevant data on Facebook, including hours of operation, web pages, contact information, and a physical address.
- Further research may be done to take a deeper look into the understanding of marketing for garden centers.
- The vast majority of garden centers are online and using Facebook. It is not enough to have a Facebook page in this digital era. It is imperative that garden centers seek to differentiate their Facebook pages from the competition with meaningful and engaging content that resonates with a defined target audience.