It really is All about digital marketing,
I hear far too often from medium to the larger corporations that the biggest fear they have with any digital online marketing strategy, predominantly utilising Facebook, or any social media platform for that matter; the possibility of receiving adverse comments on their Facebook business web pages etc .
Well that is an interesting idea; aren’t they saying categorically 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 along with Social Media dangerous to their brand, this really is so typical with corporate Body fat Cats operating in a safety net, while collecting their large salaries, but 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 with an organisation that they fear! Why don’t they just improve their game and obtain back to basics? OK, Im side tracking again.
Or even easier compared to that, encourage the negativity, may fear it. After all, it is that negativity that can help them strive to the perfect product or greater program; the negative comments are off their customers or potential customers, shouldn’t these people be listening (or engaging) together? Of course they should! That is what electronic marketing is all about.
Marketing has moved into a completely new paradigm of client engagement, (due to many digital marketing and advertising techniques) listening and evolution.
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Old school marketing techniques are not only coming back, they are 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 an one to many and many to one communication system for business. A business can marketplace 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, but naive. Embrace digital media.
At this point let me assume that many of you are aware how important your use of digital media, and more so Facebook, for your business 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 relationship building, some of you will recognise that will concept to brand marketing. Nicely that’s exactly what it is. It is a system 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 motivated me to write this post. I had noticed a rather large business, in the Health niche, post a comment on Fb about health insurance (obviously, that’s what they sell after all) They apparently got inundated with some negative comments. 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 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 taken out 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 skin 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 page rarely does) but they had such disrespect for the potential customer that they removed their comments.
I am not having a go at this particular business, I have a good friend whose business does some great things 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 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 plan to have the last word on ALL OF comments on Facebook. The regarding point here is this particular business delegate there Social Media to a supposed expert.