Case Study: Institute of Food Technologists (IFT)

Sector: Nonprofit / Science / Membership Association  
​Project: Membership Marketing Consultant - Social Media Audit and Live Conference Social Media Coverage

Sarah Best Strategy (SBS) led a comprehensive social media audit for the Institute of Food Technologists (IFT), as well as the creation of a three-month content plan, which included strategies to build audiences and drive registration and awareness for their annual conference. During the four-day event, using real-time Twitter listening, we garnered 10 million organic impressions, responding to 4,200 incoming tweets while producing and amplifying live social media content created by the SBS team and IFT staff.

The Challenge

The Institute of Food Technologists (IFT), a non-profit scientific society, brings together food scientists, technologists and related professionals from academia, government and industry.

Committed to advancing the science of food both today and tomorrow, they also inspire and mentor young food scientists across the globe.

Sarah Best Strategy team was excited to help this innovative organization evaluate their social media program as a whole, and to develop a three-month social media content plan that included goals for IFT’s annual meeting.

The Idea

Before providing on-the-ground support at the conference, Sarah Best Strategy:
  • Audited IFT’s existing social media program, interviewing staff and checking accounts against best practices, competitors, and business goals.
  • Developed a social media strategy, engaging a variety of marketing and communications staff around the creation of a three-month content plan. This plan included the following goals and strategies for the annual IFT conference:
    • Build audiences
    • Drive awareness and registration in advance of the conference
    • Raise awareness of the annual meeting hashtags to create buzz during the conference
    • Highlight featured events happening at the conference
    • Provide an excellent experience overall for the 23,000+ attendees through social media listening and customer service

#Repost @dianamaricruz ・・・ Happy to attended! thanks #IFT16 See you next year at Las Vegas #IFT17

A photo posted by IFT Instagram (@iftfoodscience) on

During the conference, we used Twitter and Instagram for real-time listening, monitoring and responding to tweets using hashtags relevant to the meeting (#IFT15 and #IFT2015). We also created original content at the conference, and amplified content generated by IFT’s staff writers.

The Results

  • We provided staff with detailed social media recommendations that staff could take to executive staff and board. This led to hiring a new staff member to manage the organization’s social media accounts.
  • We provided staff with recommendations and training in key areas as they deployed social media content leading up to #IFT15. Staff continued to implement our suggestions and expanded upon the work we did in subsequent years.
  • In the months leading up to #IFT15, we attracted 700 new fans on both Facebook and Twitter through paid and organic social media activities.
  • During #IFT15, we monitored and responded to 4,200 hashtagged tweets—an average of 105 messages per hour over three 10-hour days.
  • We garnered 10 million (largely organic) impressions on Twitter in the course of four days.
  • After the conference, Founder/Principal Sarah Best was delighted to serve as a social media speaker for IFT’s Food Communicators Workshop, a program that provides promising students and young food science professionals with media training, crisis communications training, public speaking training, and social media training.

“Sarah Best is the best!!! She has truly enlightened me about social media. The information I've gained from working with her is invaluable. She offers great insight and advice no matter what the industry, and is on top of the latest social media trends. I highly recommend Sarah to anyone who is looking to either get started in social media or amp up their current program.”

​—Mindy Weinstein, Director of Media Relations, Institute of Food Technologists