Companies have rushed to embrace social media marketing, but there's
more to social media than marketing.
Increasingly, whether companies
like it or not, consumers expect companies to respond to customer
service inquiries submitted via social channels like Twitter and
Unfortunately, it currently appears that companies are generally more
adept at social marketing than they are at social customer service.
For many brands, Facebook Pages are seen as a channel through which a community of fans and customers can be built and engaged.
To facilitate engagement, Facebook provides a number of tools, ranging from the Wall to Photos to Discussions.
With more than 750m users, Facebook is one of the most populous online
hubs through which consumers can be reached.
That, not surprisingly, has
made it a platform of significance to brands which thrive only when
they reach consumers.
On the surface, many brands are succeeding, piling up 'likes' for their
Facebook Pages by the tens of thousands, hundreds of thousands, and in
some instances, millions.
But according to London-based monitoring and
analytics company Market Sentinel, brands aren't doing as well on
Facebook as it might appear.
Geolocation is a great tool for personalizing messages to users based on where they're located.
So it shouldn't come as a surprise that Coca-Cola has applied geolocation to its Facebook Page, which has nearly 34m fans from all over the world.
But last week, the beverage company learned the hard way that a geolocation error can cause big problems on Facebook.
With its new Facebook campaign, property website Rightmove is aiming to get people involved in suggesting new features for its website.
The Ideas Factory campaign asks Facebook users to register and submit ideas for possible improvements, as well as voting for the best ideas submitted by others. And, of course, there are iPads to be won...
In terms of follower and fan numbers, Topshop's social media strategy appears to be working well. It has the most followers on Twitter and Facebook fans of any UK retailer.
According to a new Social Media Benchmark study by eDigital Research (registration/survey required), retailers are continuing to grow their presence on social networks, though less than half are currently offering consumers the option of shopping from these accounts.
Yeah, you might think this controversial headline will get me some likes and tweets (well, you bet it will!), but the matter of fact is, that the biggest mistake that marketers on Facebook make is indeed ignorance.
Let me take a few minutes to explain why I think that...
Converse is a well-loved brand with a fantastic history. I remember buying my first pair of All-Stars like it was yesterday (it wasn’t).
The company has sold 800m pairs of All-Stars, to the likes of Joey Ramone, Kurt Cobain and Snoop Dogg.
As such it comes as no surprise to discover that the brand is popular on Facebook, although the scale of its popularity is somewhat jaw-dropping.
Are you already local on Facebook? How about being hyperlocal? In this post, I'll be explaining why your company should have a hyperlocal social media strategy.
In my first contribution to Econsultancy two weeks ago, I wrote about how opening a Facebook page is like opening a flagship store, and I would like to follow-up on that article that stressed the importance of Facebook page management.
Most of you probably do have a Facebook Page for your business, but you might not be measuring some of these metrics mentioned below...