It really is All about digital marketing,
I listen to far too often from medium to the larger corporations that the biggest anxiety 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 webpages etc .
Well that is an interesting concept; 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 customer? They consider a digital marketing strategy along 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 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! Why don’t they just improve their game and get back to basics? OK, Im part tracking again.
Or even easier than that, encourage the negativity, avoid fear it. After all, it is that will negativity that can help them strive towards perfect product or greater assistance; the negative comments are from their customers or potential customers, shouldn’t they will 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 and advertising techniques) listening and evolution.
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Traditional marketing techniques are not only coming back, they 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 platform 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.
Today let me assume that many of you are aware how important your use of digital mass media, and more so Facebook, for your company is; you have setup a Facebook page and started to post articles. Great, BUT , you have to do it correct! Facebook is about engagement and connection 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 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 Facebook about health insurance (obviously, that’s the actual sell after all) They apparently got inundated with some negative remarks. This is fine, but it’s the actual did next that was a disaster! And it’s really not the first time I have seen this particular done, and certainly wont become 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 them. 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 cause you to question their integrity as a business? So the opportunity to engage and possibly gain respect, and more customers, has been blow out the door; not only did these people not engage (which incidentally this site rarely does) but they had this kind of disrespect for the potential customer that they erased 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 employ! 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 write-up 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.