Wegmans Closing Facebook Page with Nearly 7,500 Followers
Wegmans' strategy is to shut down its Facebook page after building up its fanbase. Good idea?
Last week, the Northborough Wegmans announced on its Facebook page that it would no longer have a Facebook page.
"We have enjoyed a tremendous year with you at our Northborough Facebook page," reads the post. "Thank you to our 7,490 fans for being a part of it. We will be taking this page down on Dec. 9 because our Northborough store is now up and running."
Quickly, shoppers and fans of the store responded with disappointment.
"Whole Foods does a great job with their FB page," posted Karen Glynn Webb, echoing similar sentiments. "Their posts are great. I truly don't understand why you're taking the page down. It's another way to connect with your customers."
Northborough Wegmans urged fans to sign up for Wegmans news, or follow the store on Twitter @Wegmans.
"We have a Blog and a company Twitter handle," Jo Natale, director of media relations, told Patch. "Both are very active and comments are monitored and responded to by our consumer affairs department. We do not, however, have a company Facebook page, and at least for now, there aren’t plans for one."
Natale explained that a number of stores started Facebook pages on its own, and have autonomy to do so. The Northborough store had started a page several months before opening.
"Of course, it was easy to manage before the store opened," said Natale. "But, they quickly discovered, once the store opened and got very, very busy, that it wasn’t so easy to stay on top of comments or to find the time to post. In a retail operation like ours, there isn’t anyone sitting at a PC or checking a mobile device throughout the day. It’s a fast-paced business that requires our people to be on the floor serving customers. Our other stores with Facebook pages (Pittsford, NY and Harrisburg, PA) have been open much longer and have figured out a way to manage their pages, which is great. It doesn’t mean that all 81 of our stores can or should do the same."
Natale said that while some brands have outside agencies to manage social media sites, Wegmans has not considered doing that.
"What triggered the final decision was a posted comment that went unnoticed for too long," she added. "The store felt terrible and decided that if they can’t do Facebook right, meeting the high standards we set for ourselves, they’d rather not do it all. And, we support that decision."
Natale said the disappointment was expected, and some advised that Wegmans shut down the Facebook page without an announcement.
"That's just not our style," she said.
Matt Wolf is the founder of SnapGrow, an internet marketing company in Worcester. Wolf said that in situations of a corporate policy of centrally-managed social media, it isn't unreasonable to shut down a page.
"However, Wegmans ignored one of the cardinal rules of social media," said Wolf. "Don't start something if you're not committed to following through with it indefinitely. Unlike traditional marketing communications, social media is a conversation. Imagine conversing casually with someone or a group of friends throughout the course of a year and then announcing in a formal tone that you will no longer be conversing with them, and only providing them with cold details on where they can address any correspondence they wish to have with you in the future. It would surely ruffle some feathers and put people off, just as the coldly worded closing notices on the Wegmans Northborough Facebook page have done."
What do you think about the announcement of Northborough Wegmans to shut its Facebook page? Do you follow the page?
Mark
8:11 am on Tuesday, December 4, 2012
This is much like there decision to stop distribution of coupons at the front desk. When they opened they provided coupons at the front desk so all shoppers had the weekly specials available, not just those selected on a mail list. Without coupons it is just as beneficial to go to Stop and Shop or Price Chopper and get the gas awards.
AG
9:15 am on Tuesday, December 4, 2012
This is an example of how Wegman's management is not current in their thinking. My feeling is that their pricing is too high in many respects and a lot of their on site created products are not of good quality. They cant even create a good bagel. I don't think that their anticipated sales are what they want and need. Weg....... simply came to the wrong area. With the new creation of Super Walmart, Wegmans is sure to suffer economically. This area is not similar to the Natick route nine cluster (natick mall).
Brian Smith
12:19 pm on Tuesday, December 4, 2012
You've got to be kidding about the bagels. They have the most delicious NY style boiled bagels - crisp on the outside and chewey on the inside. Mmmm...... Hard to find in this neck of the woods.
PauleyKing
10:13 am on Tuesday, December 4, 2012
c'mon people! who has time to sit and watch their facebook page? or any business facebook page for that matter! btw, everyone who has a shopper's card gets the coupons........and, just spend your time catching up with stuff on Patch and then...get back to work!
AG
12:38 pm on Tuesday, December 4, 2012
Looks like Natalie cant handle the volume. She probably cant type well. Natalie needs to get off the cell phone qwerty and get onto the keyboard. Or better yet, fire her.
PauleyKing
1:03 pm on Tuesday, December 4, 2012
Super WalMart! ...hmm AG, sounds like you have a case of sour grapes
AG
11:39 pm on Tuesday, December 4, 2012
Hey PK, no sour grapes at all. Just looking @ reality. Item for item, Walmart's percentage of lower prices beat Wegman's pricing by far. Just simple economics which brainwashed Natalie cannot agree with being a loyal employee of WMs. I was able to run pricing of each of these stores and guess what? Data bases don't lie.
PauleyKing
8:02 am on Wednesday, December 5, 2012
AG, your research is commendable -- however, it's not a good thing to be lured and impaired by the drug of "lower prices." I choose, as I hope other American consumers would do -- to shop at stores that provide more US and Canadian grown produce, as well as US and Canadian made products.
Chris L.
11:46 am on Wednesday, December 5, 2012
Let's face it, I, and many others, are looking forward to Market Basket in Hudson. The economy has slowed their "hill", but BJs and Lowe's are up and running, and the MB project is picking up steam.
I'm not too proud to save some money on food. Not every grocery store needs to wow me with 100 types of cheese. Being able to find a loaf of white sandwich bread without it turning into a weekly version of "Where's Waldo" would be nice too.
AG
3:05 pm on Wednesday, December 5, 2012
PK: I would agree with you that it would be a good thing to buy American. However, saving dollars on purchases enables me to extend my purchasing power. Thus, more value for my American dollar. That's called American thriftiness. Watching our Congress at work (or not working) kind of makes my enthusiasm for 'American Made' go down the toilet being the laughing stock of the entire world. I need to worry about my personal economics and not look at the general support of our GNP.
PauleyKing
8:06 pm on Wednesday, December 5, 2012
Chris, "Where's Waldo" you are too funny. I did not know Market Basket was coming to Hudson. Best of luck to the DeMoula family! Now, that's a store with reasonable prices.
AG, I do agree that care must be taken to make our fixed income stay within budget. These days, it's a discouraging challenge. Chris, I too am not too proud to save money - just not at WalMart.
Good night all, I have really enjoyed our conversation today.
PK
Chris L.
8:40 pm on Wednesday, December 5, 2012
I just made the mistake of shopping at WM. wow, just...wow.
And next time you go to Wegman's, take a look at the bread section, right next to Produce.....white, sandwich bread is not there! Its over near the Bakery, which, while it does make sense....why is the "fancier" bread next to produce while the more popular bread is near the bakery? wouldn't common sense dictate it be the other way around?
Brian Northborough
1:20 am on Thursday, December 6, 2012
I go there when I get the meat coupons...I get the multi-pack $3 off coupon. The family pack of boneless chicken breasts is $1 per /lb CHEAPER than BJ's...So I run in, head down the right side, grab the packs of meat and get out...Occasionally I will pick up some Thai Chili Shrimp...it's Only $19/LB
Bob Weir
8:27 am on Thursday, December 6, 2012
Brian, Wegmans chicken is packed in water/brine. So you are paying $1.99 for some sort of fluid. BJ's you are only paying for the flesh.
AG
9:14 am on Thursday, December 6, 2012
If they are packing the chicken in brine/water I imagine they are doing the scallops and fish the same way. An old fisherman's trick.
Mark
7:37 pm on Thursday, December 6, 2012
Actually the coupons are only sent to selected customers in various areas. I know this because both the front desk staff and the corporate office when contacted on line both told me this. They use to provide 4 coupons. One was for $5 off $25 one was for a free product like OJ, carrots, etc one was for $1 off packaged meats over $5 and one was for $1 off personal health products over $5. Because of these coupons I selected to go to Wegmans. It made it worth while to shop there. Now it is more beneficial to get gas awards at either Price Chopper or Stop & Shop. Like Wegmans a lot but it's about savings in todays finacial make up. Wegmans prices certainly competitive but not without those coupons.
Proud Resident of Northborough
7:55 am on Saturday, December 8, 2012
AG, have you ever considered becoming a motivational speaker? You might give
Dale Carnegie a run for his money!! 8*) How about just ONCE, posting a positive comment? It might actually make you smile!