Harris Teeter Is a Case Study of How NOT to Facebook

by Christopher Freeburn | July 12, 2013 9:16 am

harristeeterstore 300x224 Harris Teeter Is a Case Study of How NOT to Facebook[1]Fans of Harris Teeter (HTSI[2]) have taken to social media to express their dismay[3] over the supermarket chain’s upcoming acquisition by Kroger (KR[4]).

After Harris Teeter posted a message on its Facebook (FB[5]) page, reassuring customers that it would “continue to operate as the same neighborhood grocer that you’ve gotten to know over the years” after the merger, commenters quickly posted a hundreds of skeptical replies, Supermarket News┬ánotes.

In a failed bid to assuage annoyed customers, the company replied to each comment — but used the same automated stock reply, a move which appeared to aggravate its fans even more.

Commenters complained that Harris Teeter would lose its unique identity after the merger and said the stock replies were evidence the company didn’t care about its customers. Others complained about Kroger’s recent decision to end double coupon discounts[6].

Earlier this week, Harris Teeter announced that it had agreed to be acquired by Kroger[7] in a deal worth $2.5 billion.

Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2013/07/harristeeterstore.jpg
  2. HTSI: http://studio-5.financialcontent.com/investplace/quote?Symbol=HTSI
  3. have taken to social media to express their dismay: http://supermarketnews.com/blog/harris-teeter-adds-fuel-facebook-flame
  4. KR: http://studio-5.financialcontent.com/investplace/quote?Symbol=KR
  5. FB: http://studio-5.financialcontent.com/investplace/quote?Symbol=FB
  6. to end double coupon discounts: http://investorplace.com/2013/07/kroger-plans-to-lower-prices-nix-double-coupons/
  7. had agreed to be acquired by Kroger: http://investorplace.com/2013/07/kroger-buys-harris-teeter-a-smart-move/

Source URL: http://investorplace.com/2013/07/harris-teeter-is-a-case-study-of-how-not-to-facebook/
Short URL: http://invstplc.com/1fu0shv