Digital marketing and you
Digital marketing and you
It’s seems like everyone and their dog is using social media these days and digital marketing is taking off at warp speed. Before taking the plunge into the digital world of the internet, a business needs to consider some important facts first.
Before you start a blog, open up comments, invite customer engagement or reviews, make a plan for the kinds of engagement you expect and most importantly how you will handle any negative reactions when it happens, and it will happen. The old saying of “you can’t please all the people all the time” is worth bearing in mind.
Some things to focus on during the planning stages are…
1. Will you allow comments on your blog posts/articles or not?
2. Will you filter or approve comments before they go live?
3. Are you only going to allow positive comments?
As a business, your company’s brand is one of your most important assets so it is vital to create guidelines for online engagement with customers up-front and communicate those standards to every the employees dealing with the business’s online presence. This will help your team avoid panic when negativity rears its ugly head and will allow them to deal with problems in a professional and positive manner. Not all of these guidelines should be hidden from the customer either, and that way users aren’t surprised when profanity or threats gets their posts deleted.
This tip is short, simple, to the point but very important. Never get personal with a customer. Even if the customer is 100% wrong it’s best to let them vent and then try and sort out their issue when possible (see below). Getting into a slagging match on the internet will over ever result in your company coming across in a poor light. Correct any misconceptions or incorrect statements that are made but always be polite as driving away potential customers is the last thing a business wants.
Build Bridges and Solve Problems
Always respond respectfully to legitimate criticisms and try and solve the problem there and then if possible as offering to help will make a huge difference in the perception of your company. United Airlines refusal to deal with a customer’s broken guitar turned into a PR nightmare for them. Dave Carroll the guitars owner, not only made a hit song about the incident which he posted on You Tubethat not only got 13 million views but also appeared on various American evening shows, news programmes, Time magazine and wrote a book on the subject. 4 days of the video being posted United Airlines’ stock price fell by 10% which was around $180 million dollars!
Everyone make mistakes at some point in life and business but when it comes to the internet, the worst thing you can do is pretend that you haven’t. With the likes of google, Wikipedia and legions of internet experts, any company found making false claims can end up really paying for it due to how fast digital word of mouth spreads along people being able to take a screenshot of the webpage.
When Apple banished Google Maps from the iPhone, consumers were concerned. Apple’s own maps app turned out to be riddled with errors, and didn’t even include public transportation mapping. CEO Tim Cook had to issue a public apology, conceding that the maps “fell short” before suggesting users download competitors’ products from the Apps store. Cook specifically called out Bing, MapQuest, or going to Nokia and Google’s website.The product manager who oversaw the maps team was fired months later.
Simply owning up to the mistake, apologizing and making an effort to fix it is so much simpler in the long run.