Always On

Social media is 24 hours a day, 7 days a week. Its Always On! While this can be extremely beneficial for brands it also means that constant monitoring must take place in order to keep up an image that is respectable and consistent with the brand message.

This article in marketingmag.com.au told the story of a little boy who visited the Qantas Facebook page to enter a competition. However, he was instead greeted with a pornographic image left on the page from a few hours earlier. First of all shows how important is it to be monitoring social media pages 24 hours a day and a secondly it is a clear example of something that needs to be removed before it is seen by customers.

This sort of content can have devastating effects on a brands image and reputation, moreover because of the fact it is on social media it can also spread very quickly causing far greater damage that word of mouth ever could.

facebook-page-complaints

It’s not easy monitoring and controlling an online space for a number of reasons:

  • People can post what they want, when they want and as often as they want
  • It can be hard to locate inappropriate, demeaning and/or false content
  • It can be hard to know what to leave up and what needs to be taken down

Complaints are constantly made on brands social media pages by customers. “Your service was horrible”, “I will never shop with you again” and simply “you suck!” are all too common on the pages or large and small companies. But there are also often important issues that need to be addressed in these complaints and it’s a good opportunity to help resolve certain issues immediately before customers become increasingly upset.

photo(6)

So where do these companies draw the line on social media? What is acceptable?

I think it is important for brands to recognise and respond to customer complaints in a timely fashion but at the same time some things posted simply needed to be removed immediately.

A social media page should be treated by brands as the same as a ‘bricks and water’ store. The store needs to be staffed the entire time in order to respond to complaints and issues, and in order to keep customers happy, while also monitoring the online space for inappropriate content that needs to be deleted.

Things that should be deleted are:

  • Comments that are obviously false or misleading
  • Comments that degrade the brand for no reason, such as “you suck!”
  • Inappropriate material, such as swearing in comments and pornographic images that are posted

FUNNY compaint

However customer complaints in general should NOT be removed.

Constructive comments should be addressed immediately and dealt with as they would be in a normal store. By leaving comments on the page other customers can see that the staff are helpful and prepared to answer questions and address issues.

I’m sure many of you have friends who have posted complaints on Facebook to various brand, or you yourself have posted complaints about a product or service and often,the larger brand who are concerned about customer service will reply and resolve the issue.

Here is an image taken from this website that depicts how customers respond to brands ignoring complaints on Facebook.

facebook-complaintsGOOD

So a few tips would be to:

  • Keep a close eye on the content being posted on your page
  • Have someone check the page for content that needs to be deleted or responded to at least every hour
  • Be respectful when responding to customers complaints, no matter how rude they may be
Advertisements

The Next Generation

“Facebook was just a thing all our parents seemed to have”

This is a quote from a 13 year old girl, Ruby Karp, living in New York City. I stumbled across her option article in The Age about a month ago and thought it was a great insight into the future generation and how they view social media, particularly the shit away from Facebook.

In this option piece Ruby explains that Facebook is losing popularity amongst the next generation of teens as they have other social networks available to them where they can avoid their parents and unwanted advertising.

View the article here.

old_people_facebook_disasters

What teenager wants to be sharing information and photos of their weekend with their parents?

Facebook is becoming the ‘old’ social media and the next generation doesn’t want to be associated with the current Facebook community, they want their own space.

They want to control and share content without worrying about their parents seeing it.

Facebook is beginning to lose this next generation and it will be a quick transition one the majority switch to something else, as teens are followers and once people start using a another social media others will quickly follow suit.

At the end of the day there’s no point in having Facebook if none of your friends do.

So what does this mean for the future of digital marketing?

Well in my opinion it creates another barrier to connecting with one of the hardest demographics to target, teenagers.

–          They don’t want to listen to anyone

–          They do the opposite of what they are told

–          Their tends change rapidly

–          They actively avoid annoying messages

–          They are extremely competent with technology

–          AND now they aren’t even using mainstream social media anymore, so they have to be targeted in niche social media websites

While teenagers are one of the most profitable and sort after demographics for many brands, finding them and appealing to their interests via advertising is extremely difficult, and is only going to get harder in the future.

Many think social media, particularly Facebook, holds the key to connecting with this younger demographic. However it will become far more complicated once teenagers more away from traditional social media and begin to actively avoid and ignore digital marketing through their own online social networks.

Facebook-IPO-Morgan-S_Balt

This calls for far more creative and innovative digital marketing in the future.