On Thursday, the Kraft interns received a presentation about The Looking Glass, a social media monitoring hub for Kraft. It's basically a way for the company and brands to watch what consumers are saying about their products, respond, make changes, minimize uproar, and use public information for the company's benefit.
For example, we discussed a case study of how the Looking Glass can use free information that is out there to solve a consumer need using creativity. With social media sites like Facebook, Twitter, and Instagram blowing up with posts about the World Cup, Kraft Comida was able to make a strategic move to develop recipes themed to Argentina! The recipes were prepared by families for game times and exploded in popularity. It was the ability to harness information from social media that allows Kraft to connect to its consumers and fulfill their needs. Kraft is doing a great job at keeping with the times and using the power of technology and social media!!! What do you think?
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