Mike Hayes, assistant digital marketing manager at Ben & Jerry’s, a wholly owned subsidiary of Unilever, is responsible for overseeing digital marketing programs in the US, which include the company’s social media platforms for both its packaged and retail businesses, including 300 scoop shops. He spoke with eMarketer’s Tobi Elkin about the ice cream brand’s involvement on Instagram and Pinterest and opportunities to bond with consumers via social media.

eMarketer: Can you tell me about your involvement in Instagram and Pinterest?

Mike Hayes: We’re on both Instagram and Pinterest. We’ve been on Instagram for about 14 months and are up to about 70,000 followers now. It’s an awesome community. People love indulging in our products and sharing pictures of themselves eating our products.

via An Enviable Problem: How to Craft Fans’ Photo Posts into Marketing Fodder – eMarketer.