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Packaged food companies are using social media as a means to monitor what consumers are saying about their brands and to engage with their customers through suggestions. For example, PepsiCo’s Lays brand holds a yearly contest where consumers suggest new flavors for their chips/crisps and contest voting is done via social media. However social media can also cause backlash for companies as well; for example, word spread on Twitter in 2013 about the CEO of Barilla Group’s anti-gay remarks, leading to a public apology by the executive.
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