It is All about digital marketing,
I hear far too often from medium to the larger corporations that the biggest concern they have with any digital online marketing strategy, predominantly utilising Facebook, or any social media marketing platform for that matter; the possibility of receiving unfavorable comments on their Facebook business web pages etc .
Well that is an interesting idea; aren’t they saying categorically which they expect negative comments because they either don’t believe in their product or they have got concern about their ability to offer an accepted level of service to their customer? They consider a digital marketing strategy with Social Media dangerous to their brand, this really is so typical with corporate Fat Cats operating in a safety net, while collecting their large salaries, but achieving nothing…
So from the starting point they do not have faith in their product? After that why on earth are they in business or why on earth do they work with an organisation that they fear! What say we they just improve their game and get back to basics? OK, Im part tracking again.
Or even easier compared to that, encourage the negativity, avoid fear it. After all, it is that will negativity that can help them strive towards perfect product or greater support; the negative comments are from their customers or potential customers, shouldn’t they be listening (or engaging) with them? Of course they should! That is what digital marketing is all about.
Marketing has moved into a completely new paradigm of consumer engagement, (due to many digital marketing techniques) listening and evolution. Traditional marketing techniques are not only coming back, these are back, and to top it off relationships are being forged like no time before.
Facebook, as one example, has given an opportunity for the first time in history to create a someone to many and many to one communication system for business. A business can marketplace itself to many people at once (such the TV, radio or even print media) BUT Facebook allows for the many to chat back, and not only to you but to each other.
To not embrace this particular paradigm shift is not only foolish, yet naive. Embrace digital media.
Now let me assume that many of you are aware how important your use of digital press, and more so Facebook, for your company is; you have setup a Facebook page and started to post content material. Great, BUT , you have to do it right! Facebook is about engagement and connection building, some of you will recognise that concept to brand marketing. Well that’s exactly what it is. It is a system for you to market your brand, not relentless selling as many do. It is a key part of digital marketing along with Social Media.
Let me get back to what motivated me to write this post. I had observed a rather large business, in the Health niche, post a comment on Fb about health insurance (obviously, that’s the actual sell after all) They apparently got inundated with some negative feedback. This is fine, but it’s what they did next that was a disaster! And it’s really not the first time I have seen this particular done, and certainly wont become the last. Instead of addressing (engaging) using their potential customers they made a comment on the post stating that they have eliminated some comments due to the nature of them. EPIC FAIL! especially for a digital marketing and advertising business. The only comment they made was to highlight that they skin their content. Does that not make you question their integrity as a company? So the opportunity to engage and possibly gain respect, and more customers, had been blow out the door; not only did these people not engage (which incidentally this site rarely does) but they had such disrespect for the potential customer that they deleted their comments.
I am not having a try at this particular business, I have a good friend whose business does some great stuff on Facebook, but they don’t participate! They miss the number one reason they are digital marketing on Facebook; engagement and building a fan base (customers and potential customers). They regularly article some great images, and I always create a comment, but not once has right now there been a response to my comment! Again, fail!
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A business should make it plan to have the last word on MOST comments on Facebook. The concerning point here is this particular business outsource there Social Media to a supposed specialist.