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sociaFMRF social media guidelmediastudyreleaseThe Floral Marketing Research Fund (FMRF) has partnered with the Flower Promotion Organization (FPO) on a one-year project, A Social Media Guide for Floral Retailers and Wholesalers.
This guide will analyze social media literature, best practices and case studies to develop a social media guide for the floriculture industry. The project will be conducted by Charles Hall, Ph.D., Texas A&M University, Bridget Behe, Ph.D., Michigan State University, and Chengyan Yue, Ph.D., University of Minnesota.
“The FPO is pleased to partner with FMRF to fund this project that can help better position our industry to engage new and potential consumers of our products to increase consumption,” said Stan Pohmer, Executive Director of the Flower Promotion Organization.
Many industries are successfully using social media as a communication tool to increase sales and build relationships with customers. The FMRF social media project seeks to take an in depth look at how floral retailers can effectively use social media. The guide will include an analysis of specific social media tools with recommendations for how to best use them, and will be applicable to industry members with a wide range of social media experience. The guide will include an electronic PDF document and video series, and will be available for distribution in fall 2012.
About FMRF
The Floral Marketing Research Fund (FMRF) established in 2008 by the AFE Trustees, funds consumer research projects for the advancement of the floriculture industry. With added financial support from other industry organizations and individuals, the FMRF has provided more than $110,000 in funding over its first two years. Create an account at in order to receive the latest news and research reports.