It really is All about digital marketing,
I hear far too often from medium towards the larger corporations that the biggest dread 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 pages etc .
Well that is an interesting concept; 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 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, whilst collecting their large salaries, yet achieving nothing…
So from the starting point they do not have faith in their product? Then why on earth are they in business or even why on earth do they work for an organisation that they fear!
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What say we 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 support; the negative comments are using their customers or potential customers, shouldn’t these people be listening (or engaging) with them? Of course they should! That is what electronic marketing is all about.
Marketing has came into a completely new paradigm of customer engagement, (due to many digital advertising techniques) listening and evolution. Classic marketing techniques are not only coming back, they are back, and to top it off relationships are being forged like never before.
Facebook, as one example, has given an opportunity for the first time in history to create an one to many and many to one communication platform for business. A business can market 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.
Today let me assume that many of you are aware how important your use of digital press, and more so Facebook, for your business is; you have setup a Fb page and started to post content. Great, BUT , you have to do it right! Facebook is about engagement and romantic relationship building, some of you will recognise that concept to brand marketing. Properly 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 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 evidently got inundated with some negative remarks. 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 function as the last. Instead of addressing (engaging) with their potential customers they made a discuss the post stating that they have removed 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, has been blow out the door; not only did they will not engage (which incidentally this site rarely does) but they had this kind of 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 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 make a comment, but not once has 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 outsource there Social Media to a supposed professional.