It really is All about digital marketing,
I listen to 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 networking platform for that matter; the possibility of receiving damaging comments on their Facebook business web pages etc .
Well that is an interesting concept; aren’t they saying categorically they expect negative comments because they either don’t believe in their product or they have got concern about their ability to provide an accepted level of service to their consumer? They consider a digital marketing strategy with Social Media dangerous to their brand, this really is so typical with corporate Body fat Cats operating in a safety net, whilst collecting their large salaries, yet achieving nothing…
So from the onset they do not have faith in their product? After that why on earth are they in business or why on earth do they work for an organisation that they fear! Why don’t they just improve their game and get back to basics? OK, Im aspect 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 on the perfect product or greater service; the negative comments are using their customers or potential customers, shouldn’t they will be listening (or engaging) using 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 away from relationships are being forged like never 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 market itself to many people at once (like 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 articles. Great, BUT , you have to do it correct! Facebook is about engagement and connection building, some of you will recognise that concept to brand marketing. Properly that’s exactly what it is. It is a platform for you to market your brand, not relentless selling as many do. This is a key part of digital marketing with Social Media.
Let me get back to what prompted me to write this post. I had noticed a rather large business, in the Wellness niche, post a comment on Facebook about health insurance (obviously, that’s what they sell after all) They apparently got inundated with some negative responses. This is fine, but it’s the actual 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 discuss the post stating that they have removed some comments due to the nature of them. EPIC FAIL! especially for a digital advertising business. The only comment they produced was to highlight that they censure their content. Does that not allow you to question their integrity as a business? So the opportunity to engage and potentially gain respect, and more customers, was blow out the door; not only did they will not engage (which incidentally this site rarely does) but they had this kind of 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; wedding and building a fan base (customers plus potential customers). They regularly publish 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!
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A business should make it policy to have the last word on JUST ABOUT ALL comments on Facebook. The regarding point here is this particular business outsource there Social Media to a supposed professional.