It is All about digital marketing,
I hear far too often from medium towards 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 webpages etc .
Well that is an interesting idea; aren’t they saying categorically that they expect negative comments because they either don’t believe in their product or they have concern about their ability to offer an accepted level of service to their customer? They consider a digital marketing strategy along with Social Media dangerous to their brand, this is so typical with corporate Fat Cats operating in a safety net, whilst collecting their large salaries, but achieving nothing…
So from the onset they do not have faith in their product? Then why on earth are they in business or why on earth do they work for an organisation that they fear! What say we they just improve their game and obtain back to basics? OK, Im side tracking again.
Or even easier than that, encourage the negativity, avoid fear it. After all, it is that negativity that can help them strive towards the perfect product or greater program; the negative comments are from their customers or potential customers, shouldn’t they will be listening (or engaging) with these? Of course they should! That is what electronic marketing is all about.
Marketing has joined a completely new paradigm of consumer engagement, (due to many digital advertising techniques) listening and evolution. Traditional marketing techniques are not only coming back, they may be back, and to top it away relationships are being forged like never before.
Facebook, as one example, has provided an opportunity for the first time in history to create a someone to many and many to one communication platform 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 a person but to each other.
To not embrace this 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 media, and more so Facebook, for your company is; you have setup a Fb page and started to post content material. Great, BUT , you have to do it right! Facebook is about engagement and relationship building, some of you will recognise that concept to brand marketing. Nicely that’s exactly what it is. It is a platform for you to market your brand, not really relentless selling as many do. This is a key part of digital marketing with Social Media.
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Let me get back to what prompted me to write this post. I had noticed a rather large business, in the Health niche, post a comment on Facebook about health insurance (obviously, that’s the actual sell after all) They evidently got inundated with some negative remarks. This is fine, but it’s the actual did next that was a disaster! And it’s not the first time I have seen this particular done, and certainly wont be the last. Instead of addressing (engaging) with 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 advertising business. The only comment they made was to highlight that they censure their content. Does that not cause you to question their integrity as a company? So the opportunity to engage and possibly gain respect, and more customers, was blow out the door; not only did these people not engage (which incidentally this page rarely does) but they had this kind of disrespect for the potential customer that they removed their comments.
I am not having a go at this particular business, I have a close friend whose business does some great stuff on Facebook, but they don’t engage! They miss the number one reason they are digital marketing on Facebook; engagement and building a fan base (customers plus potential customers). They regularly post some great images, and I always make a comment, but not once has right now there been a response to my comment! Once again, fail! A business should make it plan to have the last word on MOST comments on Facebook. The regarding point here is this particular business delegate there Social Media to a supposed specialist.