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 marketing platform for that matter; the possibility of receiving adverse comments on their Facebook business pages etc .
Well that is an interesting idea; aren’t they saying categorically which 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 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, have a tendency 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 from their customers or potential customers, shouldn’t they will be listening (or engaging) with them? Of course they should! That is what electronic marketing is all about.
Marketing has joined a completely new paradigm of client engagement, (due to many digital advertising 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 no time 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 (such 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 particular paradigm shift is not only foolish, but naive. Embrace digital media.
Right now let me assume that many of you are aware how important your use of digital press, and more so Facebook, for your company is; you have setup a Facebook page and started to post content material.
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Great, BUT , you have to do it right! Facebook is about engagement and connection building, some of you will recognise that concept to brand marketing. Nicely that’s exactly what it is. It is a system 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 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 the actual sell after all) They evidently got inundated with some negative feedback. This is fine, but it’s what they 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) using their potential customers they made a discuss 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 censure their content. Does that not cause you to question their integrity as a company? So the opportunity to engage and possibly gain respect, and more customers, had been 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 deleted their comments.
I am not having a go at this particular business, I have a close friend whose business does some great stuff on Facebook, but they don’t participate! 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 article some great images, and I always create a comment, but not once has right now there been a response to my comment! Once again, fail! 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 specialist.