The impact of social media on local business:Zombie donuts

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The impact of social media on local business:Zombie donuts

Digital platforms can have a tremendous impact on all businesses, however the extent of these effects is pivotal for Athens based businesses. Social media gives small local businesses a chance to compete with large national firms. By building a positive brand image and reaching out to the local community members,  a company can dramatically grow. This week I have followed all social media platforms for Zombie Coffee and Donuts.

The company was first founded in 2016. Serving quality delicious donuts and coffee as well as impacting the Athens community have become core to the business model. Zombie has a website, an Instagram, a twitter and a Facebook account. Having a digital out reach clearly seems to be important to the company.

The first thing I noticed about the Zombie’s Instagram account is that they did a remarkable job balancing food and customers photos in their post. Not only did the company capitalize on “foodie” pictures of their donuts and coffee but they showed individual people enjoying their donuts or participating in the local community. The mix of different styles of posts made the overall aesthetic more pleasing. I found myself interested in each individual post because they weren’t all the same.

Something that particularly intrigued me regarding their Instagram was the emphasis on philanthropic organizations. Corporate social responsibility seems to be incredibly important to Zombie. Each month they sponsor competition with local philanthropies then donate money to the winner. Social media platforms give Zombie an opportunity to promote this message of welfare throughout the community. This helps bring the company to the next level. Not only can you get a delicious doughnut there but you also can help the people of Athens.

Another thing that quickly caught my eye about their Instagram account was they had several recent post involving fitness. This is extremely interesting because it is it desert-based company. This helps the company appeal to a different target audience, individuals who would eat donuts as a once in a while splurge.

Finally, as I began to scroll farther and farther back on the Instagram I noticed there seem to be a transitional period. Previous to January 2017 post focus only on the donuts. While the food photos did make the page layout seem consistent, I believe the benefit of the mix style is greater.

However, not all of their social media platforms are as established as their Instagram. While they do have both a Facebook and a Twitter account the posts are extremely irregular. I think there’s a potential opportunity with Facebook. There is a whole niche market of middle-age individuals who do not use Instagram but still have Facebook accounts. This could be an opportunity to reach valuable customers for the company.

Zombie coffee and donuts does a wonderful job capitalizing on the benefits of social media platforms. Particularly the company emphasizes Instagram. The company needs to invest sometime into enhancing their Facebook page, perhaps even making use of Facebook events for business. Overall, Zombie uses their social media to create a unique company brand image. This will ensure company success into the future.


1 Comment

Aislinn Goering

Aislinn Goering

January 18, 2018at 11:10 am

I was on a client team for Zombie Donuts last semester! I’m so happy to hear that their Instagram is making an impact on consumers! Zombie is truly trying to make a difference in the Athens community, so I’m glad you picked up on their philanthropic attitude.

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