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| I Thought We Were Friends |
For the past couple of weeks I have been checking Facebook for the social validation of Poland Springs 100% Natural Water. Let’s be real here. If I can’t be friends with a water bottle then I must have a serious type of social disorder. However, I discovered that they do not accept friend requests but do allow Facebook junkies to post complaints on their wall. Although there is no social bookmarking, Poland Springs does shares its pictures, logos and videos.
According to their Facebook wall, it appears that Amy
Breeze, a weathergirl and John Cox a champion runner are the faces of Poland
Spring. I’m assuming since they seem to be working the Poland Spring Booth at
the NYC Fitness Expo. 
Branding at a function as such is the uniform that
compliments their mission statement. Even more the appearance of different
people in their pictures suggests they welcome all. They seem to have almost
50,000 people following them on Facebook.
Check out their Poland Springs
Facebook Video.
Micro blogging seems more of a chore. I have been following
them on Twitter and found they haven’t posted since July. In tune with their
identity of natural living, Poland Springs has a minor social media presence. They
do not have a blog but they have people who blog about them. Free user created content like Marion Ronan of
Flatbush NY does all the work. I have no words to describe the kind of writer
she is except its somewhere between funny and scary. Read her blog at:
They only have one meta-tag called content-type text/html charset=UTF-8. I’m guessing it indicates the
type of html characters. There’s no encryption and no information about its
author.
I am probably generalizing but perhaps the target audiences
are not people who are constantly on the internet. The website’s content organization,
usefulness, interactivity, professionalism and user friendliness are how they
get more intimate with their customers. I am sold on their web design and
believe this to be the gem touch point. Outshining their competitor’s website
“FiJi Water” which offered no content except to where to click to place your
order.
Here’s my audit of Poland Springs:
The type on the audit is too small for me to read very clearly, but your comments above imply some research and analysis. Your hypothesis that they aren't appealing to people who are constantly on the internet seems about right given what else you say.
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