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If you read our blog with any kind of regularity, you’ll know by now that social media isn’t just for teens and twenty-somethings. Small businesses nation-wide are getting online, finding their niche market, and engaging their customers through Facebook, Twitter, Google+, Tumblr, etc.

Borsari Food Company

medium_2821289392This American-born and Italian inspired company began in 2002. Owners Adolph and Elizabeth Morando decided to take a family recipe for seasoned salt, brought to the states from Italy by Adolph’s grandmother in 1914, and produce it on a large scale.  The company has enjoyed growth and moderate success and continues to make their unique line of salt products available in a growing number of specialty, gourmet, and grocery stores.

Borsari claims to be ‘The World’s Finest Seasoned Salt” yet has virtually no presence in social media. Their Facebook page has a mere 149 likes while their twitter account is followed by only 85 people.

A Social Media Face-lift


Mashable has taken this company in hand as part of their ‘social media makeover’ project.  Growing the fan base for such a small niche product like this can be difficult, particularly with a drastic cost discrepancy. A 26oz. can of regular salt costs less than $2 typically while 40z bottles of Borsari salts cost $4.99 on the company’s website.

By using standard social media optimization techniques like using more effective images and call-to-action posts they intend to double the fan base.  Foodies and fans are already taking notice and the fan base has increased since Mashable highlighted the company on their website.


Tasty Results


Whether Borsari truly has the best seasoned salt in the world or not, it will be interesting to see how the makeover effects their business.  Will their fan base double at the end of a month? Much of their success depends on their willingness to invest in their social media presence.

Understanding marketing through social media can be complicated. Whether you need a few simple fixes or a major overhaul to your social media accounts, Big Leap can help your small business reach your target market.  Optimizing your social media can make a huge difference, but the choice is up to you!

photo credit: my_amiimy_amii, & djwtwo via photopin cc


Jamie Bates
Online Marketing Director