It is All about digital marketing,
I listen to far too often from medium to the larger corporations that the biggest fear they have with any digital marketing strategy, predominantly utilising Facebook, or any social media marketing platform for that matter; the possibility of receiving bad comments on their Facebook business web pages 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 got concern about their ability to offer an accepted level of service to their consumer? They consider a digital marketing strategy along with Social Media dangerous to their brand, this is so typical with corporate Fats 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 even why on earth do they work with 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, have a tendency fear it. After all, it is that will negativity that can help them strive on the perfect product or greater services; the negative comments are off their customers or potential customers, shouldn’t these people be listening (or engaging) using them?
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Of course they should! That is what electronic marketing is all about.
Marketing has joined a completely new paradigm of customer engagement, (due to many digital marketing and advertising techniques) listening and evolution. Old school marketing techniques are not only coming back, they are back, and to top it away from relationships are being forged like no time 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 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 in order to chat back, and not only to you 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 right! Facebook is about engagement and relationship building, some of you will recognise that will 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 prompted me to write this post. I had noticed a rather large business, in the Wellness niche, post a comment on Fb about health insurance (obviously, that’s the actual sell after all) They apparently got inundated with some negative comments. This is fine, but it’s the actual did next that was a disaster! And it is not the first time I have seen this particular done, and certainly wont be 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 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 company? So the opportunity to engage and possibly 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 such disrespect for the potential customer that they removed 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 engage! They miss the number one reason they may be digital marketing on Facebook; engagement and building a fan base (customers and potential customers). They regularly post some great images, and I always create a comment, but not once has presently 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 concerning point here is this particular business outsource there Social Media to a supposed expert.