It really is All about digital marketing,
I listen to far too often from medium to the larger corporations that the biggest dread 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 webpages 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 customer? They consider a digital marketing strategy with Social Media dangerous to their brand, this really is so typical with corporate Fats Cats operating in a safety net, while collecting their large salaries, but achieving nothing…
So from the beginning they do not have faith in their product? Then 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 get back to basics? OK, Im side tracking again.
Or even easier than that, encourage the negativity, no longer fear it. After all, it is that will negativity that can help them strive for the perfect product or greater services; the negative comments are from their customers or potential customers, shouldn’t these people be listening (or engaging) using them? Of course they should! That is what electronic marketing is all about.
Marketing has moved into a completely new paradigm of consumer engagement, (due to many digital marketing techniques) listening and evolution. Classic marketing techniques are not only coming back, these are back, and to top it away 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 place 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 particular paradigm shift is not only foolish, but 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 best! Facebook is about engagement and partnership building, some of you will recognise that will concept to brand marketing. Well 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 motivated me to write this post. I had observed a rather large business, in the Health niche, post a comment on Facebook 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 the actual did next that was a disaster! And it’s 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 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 allow you to question their integrity as a business? So the opportunity to engage and potentially gain respect, and more customers, had been blow out the door; not only did they not engage (which incidentally this site 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 close friend whose business does some great stuff on Facebook, but they don’t employ! They miss the number one reason they may be digital marketing on Facebook; engagement and building a fan base (customers plus potential customers). They regularly blog post some great images, and I always create a comment, but not once has presently there been a response to my comment! Once again, fail! A business should make it policy to have the last word on ALMOST ALL comments on Facebook. The concerning point here is this particular business outsource there Social Media to a supposed professional
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