Behind McCormick's search for a social media identity

08/29/2013 | SmartBrief/SmartBlog on Social Media

McCormick is a well-known brand, but launching a gourmet line aimed at young consumers created something of an identity crisis. To overcome that problem, social media chief Jennifer LaFrance says, she used online monitoring to figure out who the brand's fans really were, and focused her energies on a handful of social media platforms rather than spreading the brand too thinly across a range of platforms.

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