It really is All about digital marketing,
I hear far too often from medium towards the larger corporations that the biggest worry they have with any digital marketing strategy, predominantly utilising Facebook, or any social media marketing platform for that matter; the possibility of receiving negative comments on their Facebook business webpages etc .
Well that is an interesting idea; aren’t they saying categorically which they expect negative comments because they possibly 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 is so typical with corporate Excess fat Cats operating in a safety net, whilst collecting their large salaries, yet 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 even why on earth do they work for an organisation that they fear! What say we they just improve their game and get back to basics? OK, Im side tracking again.
Or even easier than that, encourage the negativity, have a tendency fear it. After all, it is that will negativity that can help them strive for the perfect product or greater service; the negative comments are off their customers or potential customers, shouldn’t these people be listening (or engaging) with these? Of course they should! That is what digital marketing is all about.
Marketing has joined a completely new paradigm of consumer engagement, (due to many digital marketing and advertising 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 platform 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 in order 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.
Today let me assume that many of you are aware how important your use of digital mass media, and more so Facebook, for your business is; you have setup a Facebook page and started to post content. Great, BUT , you have to do it right! Facebook is about engagement and connection building, some of you will recognise that will concept to brand marketing.
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Properly that’s exactly what it is. It is a platform for you to market your brand, not really relentless selling as many do. This can be a key part of digital marketing along with Social Media.
Let me get back to what caused 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 feedback. 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 done, and certainly wont become the last. Instead of addressing (engaging) with their potential customers they made a comment on the post stating that they have taken out some comments due to the nature of these. 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 business? So the opportunity to engage and potentially gain respect, and more customers, was blow out the door; not only did they not engage (which incidentally this page 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 things on Facebook, but they don’t indulge! They miss the number one reason these 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 generally there been a response to my comment! Again, fail! A business should make it policy to have the last word on JUST ABOUT ALL comments on Facebook. The concerning point here is this particular business delegate there Social Media to a supposed professional.