social media marketing

Facebook Ad’s For Small Business

Facebook Ads: Not really worth the money.

Facebook Ads: Not really worth the money.

Chances are if you are a small business owner, you have taken your business to Facebook… and why not? It is free, it is online and it has over 1.11 billion registered users (more than the population of Canada).

And chances are, if you are on Facebook with your business, you have either used, or contemplated using the “Facebook Ads” tool, their built-in targeted advertising tool. The question is, how effective was this advertising option. The tools are simple to use, they can be set to target specific ages, demographics and geographic regions and you only pay for the # of “Likes” you get. Seems like a good deal right?

We recently came across some startling information about the Facebook Ads option. Information that may change the way you look at it as a resource. Veritasium recently published this short, engaging and highly informative video that takes a close and scrutinizing look at Facebook Ads and the legitimacy of what they claim to do.

We at Transition Marketing have run similar tests on the Facebook Advertising options and come to similar if not identical conclusions. Facebook Ad’s are probably not the best fit for small business owners. Why? YOU MUST View Veritasium‘s video:

As you can see, it is not necessarily that Facebook is intentionally “screwing” its users. Rather it is that the system behind Facebook Ads is broken and Facebook seems to either be oblivious, or blatantly ignoring the issues at hand. The crime here is that they are publicizing their ads as a profitable option for businesses on Facebook and many of these businesses are small time owners like you and I who cannot afford to waste even a single advertising dollar.

We actually really like Mark Zuckerberg, his companies advertising options just aren't very good.

We actually really like Mark Zuckerberg, his companies advertising options just aren’t very good.

The way we see it? Facebook Ads are presently a dead-end proposition – specifically for small business owners who net zero profit from the audience they tend to gain. If you are a small business on Facebook and are looking to increase your audience, don’t risk what advertising budget you have. We recommend alternative tools and options:

Facebook Contests: Run monthly or even weekly contests that include draws once you reach a certain # of “Likes”. For instance, draw for your next prize at 200 “Likes” This encourages your current audience to get others on board in order to facilitate the next draw. (Be sure to familiarize yourself with the Facebook Terms & Conditions for contests).
In Store Advertising: Make sure the customers coming through your actual place of business know that you are on Facebook. Post it up on your signage, have a decal on you window and put a link on your website. You want to engage consumers at every turn so help them find you.
Encourage “Shares”: In a recent post we described how asking your audience to “Like” and “Share” your posts is a perfectly acceptable thing to do. When you post something on your page do not be afraid to ask your audience to spread the word.

There are many other tools for increasing your audience on Social Media. It is our professional opinion however that the Facebook Ads tool requires a great deal of further tweaking before it becomes the tool that small businesses turn to.

What about you? What have your experiences been with Facebook Ads? Good? Bad? Ugly? Comment here and share your story!

Okanagan Small Business Marketing

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

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7 Social Media Misconceptions

Transition-Marketing-ServicesSocial Media Marketing.

Social Media has quickly grown as a marketing tool. Several years ago there was a massive push by marketing consultants to bring clients of all backgrounds onto Social Media. This has dramatically changed the social media scene in both feel and usage. As corporations took to the Social Media “Airwaves” the content and type of usage has evolved.

The need to increase ad revenue has pushed the big contenders in new directions which has significantly impacted their content, the display of YOUR content and the overall reason for the average household’s usage. Not everyone has been happy with the changes, and many users have become disenchanted with the big Social Media platforms, seeing them as no more than Corporate shills. Yet usage continues to be steady.

Like it or not we will continue to see this push by Marketing & Advertising agencies for a few years yet, until the next big tech revolution occurs, or until our first big tech blackout happens. All indications are that advertising options will continue to grow as a must for many Social platforms.

This Social Media revolution has taken place over a little more than a decade. Over that time the platforms have evolved, the tools have adjusted and our methods have changed. Tips and tricks for optimal Social Media usage have come and gone like political promises.

In three previous posts we have outlined several Social Media misconceptions. Ideas, tips and information that simply are not true. These posts can be found here:

In the following post we will finish up with 7 final Social Media Misconceptions that business owners and marketers alike can (and should) ignore.

Okanagan-Marketing

7 Social Media Misconceptions.

1) Engagement Is The All Important Metric.

Let’s start by explaining. There are two key non-paying metrics involved in Social Media:

  • Number of Followers: Your number of followers or likes – essentially your Social Media audience.
  • Follower Engagement: Your engagement and individual connectivity with your followers.

Now both of these metrics are important, both will lead to potential sales and income. However neither by themselves will generate dollars. In our previous post we discussed why gaining followers is not the single key to success on Social Media. Engaging them is equally important, however one must note that “Follower Engagement” itself is considered a non-paying metric also.

Follower Engagement not only a non-paying metric, it’s also a fuzzy metric with many different interpretations. It is important of course. It establishes communication and relationships with potential leads and it provides insight into which of your content is connecting with your audience, which then impacts your future content and design decisions.

Follower Engagement however, is simply one more piece in the big-picture-puzzle. Your number of followers does not alone dictate your economic success, likewise engagement with those followers is just another in a several step process to generating sales interest.

2) Only Publish Content About Your Company.

Wrong.

I personally do not want to hear or witness a non-stop feed of propaganda about your business. If you are publishing only messages and content about your company, unless I am a stock holder, I DON’T CARE.

Ask yourself this: Would you want to sit and listen to someone you hardly know tell you all about how great they are? Probably not.

Why then would anyone voluntarily listen to you spout of a list of your awards, events, products, reviews etc? It is the exact same thing, and it is obnoxious. I will unfollow you quickly, as will the bulk of Social Media users.

Instead let your audience assist in dictating your content. The odd post about your companies recent achievement, or new product is great – but build the rest of your content based on what your audience wants. Think about it like romancing a first date. If you do all the talking, attempting to promote yourself, there likely won’t be a second date. Instead ENGAGE them. Find out about them, take an interest in their lives. Base your conversation around what THEY are saying.

Ask yourself (or rather ask them).

  • What are their concerns?
  • What are their problems?
  • What are their challenges?
  • What are they interested in?
  • What are they talking about?

Romance your audience. Pay attention to them and engage them with your content.

3) You Should Post A Certain # Of Posts Each Day.

This is a common misconception and it is actually rooted in legitimate research. There are in fact optimal times during the day in which to post, likewise there is an optimal frequency with which to post. There has in fact been a great deal of research done on the topic including this great report by Dan Zarrella.

However, this research is not carved in stone and it does not necessarily pertain to everyone. As with any data and research, this report was based on independent results stemming from multiple test posts over a large number of accounts.

Every Social Media platform is different and has different optimal times for posts. Similarly every independent Social Media user has a different audience with different schedules, browsing habits and agendas.

We recommend that users do their own research based on their own profiles and their own audience:

  1. Test the timing for each of your posts and see when you are receiving the best level of connectivity with your followers.
  2. Test the frequency and verify the same.
  3. Test your content and see what is engaging the most.

Remember, these are YOUR followers, they are custom to you and your post scheduling should reflect that.

4) Setup Your Facebook or Twitter or Blog (etc) Profile and The Rest Is A Breeze.

Wrong again. Very wrong.

Engaging in Social Media is just like any other “Social” or Networking event. It is not enough to just be there. You need to be involved.

Think about it this way. If you set up a booth at a trades show and sat in a chair in the corner for the duration and never spoke to a soul, what would you expect for results? Social Media is much the same. It requires constant vigilance, updates and response. It is called “Social” Media for a reason. The entire premise of it is to get out and connect with other users. It is about conversing, communicating and networking.

Social Media requires time and effort. It requires consistent maintenance and updates.

5) You Can Just Wing It On Social Media.Small-Business-Plan

There is a misconception that Social Media requires little planning, that one can just post to it as they see fit.

In fairness, Social Media does require a flexible and adaptable controller and the posts can be spur of the moment. When operating a Social Media profile the controller must be prepared for anything, you are engaging people over the anonymity of the internet after all, and that can result in some bizarre interactions.

However, while flexibility is a must, so is an overall strategy. A few things to consider when developing a Social Media strategy:

  1. Why are you on Social Media?
  2. What are you goals?
    • How will you achieve them?
  3. Who are you targeting?
    • How will you find them?
    • How will you approach them?
  4. What content will you need to develop and post?
    • Do you have the means to do so?
    • Who will be in charge of doing so?

Figure our you goals, then determine who you want to connect with to achieve them; how you want to connect with them and what you need to do so? Who in your company is responsible for what? Have a plan to ensure success.

6) Every Division Of Your Company Needs An Individual Account.

They don’t.

You don’t.

Big corporations often go this route. Many large corporate companies (Kohler, Apple, Coca-Cola etc) have multiple accounts. In fact a report by Altimeter indicates that the average corporation has 178 corporate controlled Social Media accounts. That is an overkill even for companies of monolithic proportions.

The fact is that for every additional Social Media account, you are incurring added costs, added drain on resources and another avenue that can jeopardize the consistency of your brand’s communications. For the small to mid-size business especially, this makes zero sense. In addition, adding multiple accounts divides your efforts, provides far more information to analyze and reduces your overall Social Media reach.

The best plan is to create and build up a single account on whichever platforms you have deemed pertinent. If you have multiple target markets, don’t create multiple accounts, rather diversify the content on a single account, to reach the different targets from one place.

7) Don’t Ask Followers To “Follow, Like or RT” You.

This is a bit of a fair presumption actually. It seems quite forward and rude almost to just come out and ask someone to “Like” you. Yet the truth is that it works. There won’t be any terrible fallout or heckling as a result. You are simply putting it forward to someone – already engaged with your content – to share it. It is a  polite call to action and it is in fact a recommended thing to do.

Don’t abuse it of course, if you are constantly badgering everyone to RT every post… well that may indeed get a little stale.

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Five Social Media Misconceptions

Social-Media-Marketing

Social media policies can be crippling.

1) Social Media Requires Policing And A Policy.

Ok let’s cut through the red tape and the bureaucracy because Social media policies wind up wasting time and stalling out efforts. Attempting to police every single thing published within a single channel is nearly impossible and one stands to lose more trying to get approval to reply, then just replying promptly.

It’s impossible to prepare for every possible scenario on social media. What is more, with social media speed is of the essence. One must respond quickly at every opportunity. If one has to run every reply through a chain of command, or get approval via policy, then they risk losing out. Social media is lightening quick and dialogue on it must reflect that.

The best bet is to put simple guidelines for social media publication in place, rather than a full fledged policy. Make sure that those representing your brand on social media have good judgement and then entrust them to represent you properly.

A few examples of good guidelines are as follows:

  • Use your common sense.
  • Beware of privacy issues.
  • Play nice, and be honest.
  • Allow publications to fun, while still relevant & respectful.
  • Encourage conversation & discourse.
  • Consider asking your representatives to add their initials to posts.
  • Maintain a distinction between posts for your brand and personal posts by your reps.

 2) Social Media Is 100% Free.

Marketing-Content

Image Source: techpost.ug

This can be a common misconception. Yes there is almost never a cost to sign up to a social network however the natural evolution of your social media profiles will require time & resources, which as we know requires “moola moola”. True social media marketing success requires an investment of time. It requires consistent updates and posts, content creation, publication, searching and dialogue with other users.

Do not make the mistake of assuming social media is quick and easy. If you want any real success via these channels, then you need to maintain, update and use them properly. All of these things take time and time requires money.

It doesn’t end there either. Once you have a social media plan in place and the cogs are turning, the next step is marketing analytics. The only way to see if you are truly making any progress on social media is to measure the ROI. This as well, requires time, people and software.

There is no question that social media pays however it must be looked at as an investment and not simply a free ride.

Small-Business-Marketing

Social media is the fishing line and your website is the boat.

3) Social Media Alone Is Enough.

FALSE! False, false, false! Social media is a wonderful tool but it DOES NOT REPLACE other marketing strategies. Social media is simply an additional channel. It complements other parts of your strategy but it cannot stand alone.

If marketing is “fishing for leads”. Then consider social media to be the fishing line. It works great to hook potential customers, but you still need somewhere to reel them in to. A “boat” as it were. You must have a landing page, somewhere for those followers to go to find the information they need. You cannot convert social media followers to potential sales leads without a landing page(s).

Simply put you cannot attract followers in social media without good content. That content must come from somewhere, a blog, a website etc. You cannot convert followers into sales leads without landing pages (blog, website etc.) that provide necessary information and “can’t-refuse” offers.

Long story short: Get a website or other form of landing page (no Facebook does not count).

4. Social Media Cannot Be Measured.Marketing-Analytics

Everything can be measured. In fact one of the founding principles within every successful industry segment is “measurement”. Whether dealing with marketing, production, distribution or other, without measurement there is no way to determine the success of an endeavor and no way to determine whether to continue or not.

Social media is the same. As with every other marketing tool, social media can be measured.

So how do you measure? There are many ways, the first and primary step should be to set a goal and gauge your progress.  Here are a few examples:

  1. Seek to engage existing consumers and gauge the number of successful conversations.
  2. Create an offer only available on social media, then measure how many people attempt to cash it in within your business.
  3. Seek to gain new leads & set a quantity to reach by a specific date.
  4. Seek to increase the reach overall of your content. Measure using software and analytics tools built into that specific social media platform.
  5. Seek to support Customer Service by reducing the need for support calls. Measure how many calls are coming in and then compare as your social media profiles begin to take flight. Monitor to see if the average number of calls per month decrease over time.

Whatever you determine to be your goal, there is a way to measure it and that measurement is crucial.

social-media-followers

500 or 5000 followers. It doesn’t matter if none of them convert into leads.

5) Your Number of Followers Is The Most Important Metric.

A high number of followers can certainly be indication of doing something right. However followers don’t generate income. They are not sales, they do not pay your bills and they will not guarantee your business survival.

Also to be considered, is that every social media platform has a high number of “spam” profiles, essentially dummy profiles that follow you simply to be followed back. There is zero value in these profiles as they cannot be converted to leads.

Instead what you must consider, is what is most important to your business. Generating massive numbers of followers should not be a top priority. Rather you should focus on thoroughly engaging a smaller number of followers in order to transform them into leads and eventually into sales.

Okanagan-Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Two Takeaways From JC Penney’s “Hitler” Kettle

Early last week this article appeared on several prominent websites.

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The “Hitler Kettle”. A rather unique kettle that through unusual circumstances shared a similar appearance to one of histories most loathsome individuals.

The rather unusual similarity was documents by The Telegraph, Mighty Optic Illusions and the New York Daily to name a few.

Just one glance at the image above is enough. The similarity between the infamous Austrian born dictator and this little kettle are indeed there.

Each of the articles we read on the matter indicated that JC Penney had indeed made an error and there would likely be fallout as a result. The amount of brand damage that was expected ranged in estimate.

However, we must remember the world we live in and the latest report is that this model of kettle sold out within days of the article first appearing online. As TIME documents well in their online article from May 29, the teakettle sold out in quick fashion.

Most recently one of these “Hitler Kettle’s” showed up on Ebay at a price of $199.00 (up from around $45 retail) others also appeared at prices ranging from $175 – $190 SOURCE

The mass online spread of the image above (and subsequently the novelty) is attributed of course to social media, including such sites as Reddit.

The conspiracy theorist in all of us is left wondering whether this was all just a bizarre series of events? Did JC Penney’s marketing team really not notice the similarities? Likely yes, unless you know to look for it, it is not necessarily apparent.

Or was this all a clever ruse & ploy that was executed in a rather bold fashion? We say… probably (and hopefully) not.

Two immediate takeaways from this rather unusual story are:

a. If there is a novelty, even perhaps an offensive one, it will likely have a market.

b. Online exposure clearly works wonders and social media again has proven its weight in the world of advertising and consumerism

What (and HOW) are People Sharing About YOUR Brand?

We have talked a lot about how the online world (and specifically social media) has opened up the ability for consumers to share their brand experiences – for good or for bad.

What are people sharing online about your brand? Think KIA can afford this kind of negative PR?

What are people sharing online about your brand? Think KIA can afford this kind of negative PR?

Here is a prime example of that. What drove (no pun intended) this KIA owner to go to this length to showcase their frustrations?

Does KIA know? If not why? If so, what are they doing about it?
If this was YOUR brand, what would YOU do about it?

There is tremendous value to being on social media, if not to market, then to monitor and to keep tabs on what is being discussed in regards to you brand or business.

Amy’s Baking Company Bakery Boutique & Bistro – A FB Fail For The History Books

A Facebook Meltdown That Will Make You Blush, Chuckle and Shake Your Head All At Once!

Soooo… this is happening. Interestingly enough they now have 10,000 “likes” on Facebook – likely due to the media frenzy that has occurred as a result of their actions.

Is the influx of traffic and attention worth it? Hard to say, brands like Kenneth Cole & A&E have taken the low road before and garnered some amazing *FREE* publicity from it (albeit negative publicity). Amy’s Baking Company will likely not be an exception.

They have already garnered massive media publicity, some positive, most negative and while it is clear they have made a mistake here and taken the low road, it is equally clear that at the end of this afternoon just about EVERYONE will know who they are.

Smart or cringe-worthy? You decide, here is the story:

This is the Facebook page of one “Amy’s Baking Company Bakery, Boutique & Bistro”

This is the Facebook page for Amy's Baking Company Bakery Boutique & Bistro, a restaurant in Scottsdale, Arizona.

Located in Scottsdale, Arizona, Amy’s took to their Facebook profile to defend themselves against various negative comments being posted by users. If you follow Gordon Ramsey’s “Kitchen Nightmares”, then you may recognize the restaurant from a recent episode.  The owners were dumped by Ramsey after being too difficult to work with. View the episode below.

The Episode That Started It All?

 

The Flames of Failure Began With But A Spark…

Apparently, last night, owners Samy and Amy Bouzaglo took to the restaurant's Facebook to defend themselves against nasty comments from users.
The owners, a couple by the name of Samy and Amy Bouzaglo (pictured right) started publishing their defensive posts early yesterday evening and unfortunately did not stop until late into the night.
They continued to post and post…. and post, feeding the mass of internet trolls and fueling the sparks to full on flames.
Of course this is the internet and their Facebook audience grew exponentially, devouring everything they had and encouraging them to greater levels of angry stupidity.

We have outlined several times in the past, the need for tact, manners and decorum when dealing with negativity on social media. However when emotions are high, good, clear, level-headed thinking does not always prevail. Below are samples of the posts allegedly made by the owners of the company onto their Facebook page.

It Started Quietly.

As they started posting, they started receiving nastier and nastier comments back at them.

But Emotions Flared. 

Soon Rational Thought Ceased.

 And the Facebook updates quickly spun out of control.

The Crazy Began.

 

Things Compounded When They Found Out Their Story Had Gone Viral on Reddit & Yelp.

 They discovered a Reddit thread posted to r/cringepics about their Facebook meltdown and started monitoring it.
The restaurant's reviews on Yelp are definitely not favorable.

This Is The Internet. If There Is An Argument, Everyone Invites Themselves (and their cat).

 And the Reddit thread was, unfortunately, sending more unruly commenters to the Facebook page.

Nothing Calms Internet Troll Frenzies Like Threat Of Legal Action…

 

By The End “Amy’s” Had Successfully Entered Their Name Into Internet Posterity As One Of The Largest Brand Meltdowns Ever.

 The whole thing blew up.

What They Should Have Done Is Taken A Step Back, Taken A Deep Breath & Moved On…but they didn’t.

 And unfortunately, Amy and Samy just kept posting...

They Just Kept Feeding The Trolls.

 And posting...

ALLLLLL NIGHT…

 And posting.

Then To Compound On Stupid, The attempted to (Poorly) Photoshop A Reddit Screenshot To Make Redditors Believe They Had Actually Gotten Police Involved.

 Amy’s Baking Company Bakery Boutique & Bistro

9:00pm Rolled Around Before They FINALLY Shut Up.

Finally, the updates stopped around 9 p.m. Monday night, with Amy and Samy calling all their commenters "punks" and saying they had "God on their side."

When brand’s go postal on social media there is always a feeding frenzy. This was no exception. Will “Amy’s” ultimately benefit from all of this publicity, or will they fold? One way or the other, we (and just about every other marketing firm out there) urges AGAINST this type of action. Looking at a situation such as this, one has the perspective to see the stupidity of it all, but when it is you involved that perspective does not always exist. Our rule of thumb: Always take the high road.

[EDIT JULY 04 2014] Not often do we find ourselves editing an article this far after its post date, however Amy’s has reached out to us on Twitter to encourage us to get our “facts straight” before posting hate, citing that they were hacked and the posts included above were the result. We would like to take this moment to point out that this article was written as the events occurred and while there is no proof of their social media accounts being “hacked”, there is the possibility that the sheer level of stupidity demonstrated in the above mentioned posts could have been the result of a third-party taking over their profile. For more info on that please visit this article by the Huffington Post

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions

Five MORE Social Media Tips To IGNORE

Social-Media-Marketing

“There is no such thing as a social media ‘guru’, nor a ‘maven’ nor a ‘ninja’ nor any of the other silly terms people are using. There are those who understand social media as a tool for marketing, those who *think* they understand and those who do not.” – Transition Marketing

In our previous post on March 14, 2013 (HERE) we took a slightly different tact on the traditional social media propaganda by REFUTING several of the dominant social media “tips” presently in circulation. In today’s post we will continue with a thorough examination of FIVE MORE TERRIBLE SOCIAL MEDIA TIPS.

Employee-Social-Media-Gagging1) Avoid Allowing Your Employees on Social Media.

This is a ridiculous and asinine request. For one, attempting to police this is a tremendous waste of time. Even if you block Social Media on their work computers, they have smart phones. The resources, time and ill-will that this breeds isn’t worth it. Try to block or regulate their cell phone usage at work, they will still visit those sites on their breaks and at home. Forbid any use of your brand or business name by your employees and they will simply create fake profiles.

All you do by creating an iron-fisted regime is breed sore feelings, hurt office morale and damage work relationships. You send a clear message that you don’t trust them, create a hostile office environment and what is worse, you turn your back on an incredible asset.

Your employees are your company. They ARE your brand. This is not just a cliché corporate catch-phrase. It is a solid truth about the world we now live in. Social Media has changed the face of branding. Every consumer, every employee, every individual now has the option and the power to share their experiences with thousands and even millions. Businesses cannot muzzle the voice of the general public and there has been a significant shift in the way that businesses now market themselves (More on that HERE)

Your employees (just like your customers) have a voice and a reach that can further spread your brand and marketing message, for good or for ill. One way or the other your employees will talk about your business. To fight the lost battle of “policing” their voices, instead so rather than trying to encourage them is folly. Instead give them guidelines for good use and encourage them to share positive stories and experiences.

Allow them to be “Brand Advocates” and put their voices to use.

2) Ignore Negative Feedback On Social Media.

Oops, someone has gone and said something bad about your brand. There is no going back now, it exists and it is plastered on the internet. Whether it reaches dozens or thousands there is no going back once it has been posted.

Many brands are encouraged to ignore negative comments, to not risk entering a hostile conversation to avoid it. However by not responding to angry comments online you are allowing it to simply sit and fester and worst-case scenario it could quickly take on a life of its own.

Mistakes happen so when you make them, admit to them. People are far more gracious when one owns up, apologizes and tried to make things better. Attempting to ignore, avoid or argue them will tarnish your brand. Admit mistakes when necessary and then detail how you will address them.

Our go-to method when negativity strikes, is to address the comment immediately and take that conversation offline.

For example, if someone tweets negatively about you, ask them to DM, email or call you with the specifics. Then work with them to resolve the issue outside of the public’s eye. Once a resolution has been reached, take it back to the mainstream and tweet the resolution back to them as an affirmation.

The public doesn’t need to know every detail, just that is was addressed and made right.

3) Address EVERY Negative Comment.Dont-Avoid-Comments

This may seem like we are suddenly contradicting ourselves, however there are certain negative comments that exist for no other reason then to get a rise out of you. Known as “trolling“, the concept of provoking reaction through negative or even shocking content has unfortunately become quite a popular online. This is more specific to big business and well established brands, however it pertains to all of us.

Beware of those who are simply trying to further their own agenda’s and gain visibility by pushing you for responses to their comments. On social media, as in life, there is a time to talk and a time to walk away. Learn to discern the trolls from those consumers with real concerns.

4) Delete Negative Comments or Disable Comments Entirely.

Social Media is about conversations, about sharing and discussing. Disabling comments runs contrary to this entire premise.

People are going to share experiences with or without your Facebook page. They have their own page, their own profile and their own audience. By ALLOWING them to post their thoughts and feedback on YOUR page you can monitor and address the feedback. If you’re smart you may even learn a few things to change your business for the better.

Responding to customers, involving them and discussing with them is in fact what social media is all about. Simply posting content over and over, without ever establishing customer relationships is a dated practice meant for television, billboards and radio. Online “Marketing 2.0” is all about creating consumer advocates through online discussions via social media.

As for deleting comments, do so and you will have created a consumer enemy for life. Nothing will infuriate a consumer-with-a-voice more, than attempting (poorly) to silence them. They will simply find other avenues and lambaste you even worse!

Delete-Posts

5) When Making A Mistake, Deleting The Post Will Fix It.

This is absolutely horse-feathers and rubbish. Let us reiterate, once a comment has been made and posted, it will not cease to exist. Whether you posted it or a consumer did it is there.

“Love and life may pass, but Facebook posts are forever”.

There is no way to completely erase a post and no way to stop viewers from screen-shotting it and sharing it with the world. Think about what you say before you say it. And admit to any mistakes you make (apologize when necessary).

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.