Candy Delivery Service: How social media helped Candy.com become the World’s Largest Online Candy Retailer

What takes you back in time faster that a a box of your favourite sweet/salty/sour/decadent treat from your past? Absolutely nothing if you ask me! And that’s what Boston-based Candy.com was banking on when they started up their online Candy megastore in 2009. Aside from offering over 6,000 yummy treats, competitive pricing and a website that makes it super easy to order just what you are looking for, Candy.com has gone the social media route to build its brand and engage a loyal following with a fresh candy perspective through its Blog, Facebook and Twitter channels.

“The Official Candy Blog”
Headed by Sue Gillerlain (a candy industry veteran and VP of Communications for Candy.com), this blog doesn’t do ‘candy talk’ in the regular ‘ol way. Sue fills her posts with creative craft ideas using the wonderful candy that the site sells. Think unique gingerbread houses, a holiday candy menorah and floral cake pops with step-by-step photos and instructions. A great strategy to keep customers coming back and buying that delicious candy!

Vibrant Facebook page attracts many!
Facebook’s ability to showcase lively colourful images provides an excellent platform for sharing pictures and drawing people in.  Candy.com’s Facebook followers actively respond to questions asked on the page, share and like posted sales, and use the vehicle to contact the company.  With such a lively and energetic page – no wonder they have so many likes!

More than just “Me! Me! Me!” on Twitter
As with any great digital strategy, Candy.com uses the twittersphere to share its blogs and happenings with businesses and individual customers alike. Daily tweets not only share their own content but the content of others which is related to their industry – an important factor in building an online audience. On Twitter, consistency and sharing is key – and that’s something Candy.com has got under control.

Going back to Sue, when asked about Candy.com‘s overall digital strategy, she tells me “Our main goal for our social media efforts on Twitter, Facebook, Pinterest, and our blog is to be a credible hub for our passionate core communities (customers, candy lovers, candy manufacturers, distributors, and fellow bloggers) by sharing industry stories, candy facts, DIY candy projects, Q&As, guest blog posts, and imagery. It’s a two-way street. We share and encourage our core communities to share through all of these vehicles in the hub.”

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