On October 8, 2012 a Facebook user by the name of Richard Neill posted a rant about how a particular company has lied to him for many years. The rant was directed at a company called Bodyform which is a company in the UK that sells sanitary napkins and feminine hygiene products. His rant is quite funny and entertaining, so much so that it actually generated a response from Bodyform that is even more funny and entertaining.
Here is a copy of Richard Neill’s Facebook rant:
At the time of this writing, the Facebook post has received 97,806 likes and 4478 comments. There’s no telling how many times it has been re-tweeted or shared via other social media sites. I don’t know whether the Facebook rant was someone just trying to be funny (which it was in my opinion) or if Richard Neill has a legitimate beef with Bodyform but if someone posts a rant about a particular company, that company has a few options.
One option is that they could simply ignore it. Another option is that the company could post a nice comment apologizing to the person who has an issue and gently defending their company. Or there is option three which is to create a video response that may be the best response to any social media rant in the history of the Internet. Bodyform chose option number three.
Utilizing social media is a great way to spread the word about your brand or your business. Some businesses rely almost exclusively on social media to get the word out about their products and services. If you are going to use social media for your business, you should be aware of some key rules to follow in your communication strategy. Here are what we believe to be the 15 Commandments of Social Media Communication or you could also call them 15 Best Practices for Social Media Communication:
1. Keep your Interactions Clean & Positive
Any time you post content, or comment on someone else’s posts, you are representing your business. Try to avoid saying anything offensive or controversial unless that is what your brand is all about. In most cases, it is best to be polite and courteous, so that people will view you and your company in a positive way.
2. Respond to all External Communications
When you post content on a social media site, people will usually comment on it. You should respond to the comments quickly or even it’s not quick, just make sure you respond. This will show that you take your business seriously, and that you appreciate the people who take the time to read your posts or watch your videos.
It’s tempting for a business owner to use social media only for their own benefit. They don’t want to waste time on something that is not going to bring in more customers. However, if people get the sense that the only reason you are involved in a social media site is to promote your business, they may not like it too much. Take some time to participate in discussions that are not directly related to your business. You never know, doing so may actually bring you more customers and at the very least, it will make you look like a more valuable member of the community.
4. Respect the Ownership of Digital Property
When someone posts articles, videos, photos, or anything else online, it’s not okay to use that content however you see fit. You cannot use someone else’s content as if it were your own or even change it up and repurpose it in some way. If you want to post something on a social media site, make sure you are posting original content.
5. Lay off the Sales Pitch Once in a While
Social media is a great way to get traffic to your website and sell more products and services. However, it’s a good idea to just participate in some of these communities once in a while without trying to sell products. If every message you ever send out on social media is pitching a product, a lot of people won’t be interested in following you or reading your content any longer.
6. Learn from your Competition & Not Attack It
It’s a good idea to follow your competitors on any social networking sites so that you can see what they are up to. You may have competitors following you as well. Be respectful and never attack your competitors.
If someone posts a negative comment about you or your products on a social media site, you don’t want to get into a fight with that person where you start to verbally assault each other. However, it’s not always a good idea to simply ignore people either. You need to defend your products or services, but be as courteous and respectful as you can when doing so.
With most companies nowadays running social media marketing campaigns, it’s safe to say that the majority of them aren’t running them up to their full potential. That’s because in many companies and offices, the only people actually using social media for anything at all is the marketing team. This is because of a common misconception that has to do with the speed with which social media marketing came upon the world and its unfortunate name. While it is indeed marketing, leaving it to the sole use of the marketing team is a huge waste of potential resources.
So who should be using it? Everyone.Involving and integrating the whole company into a multi-faceted social media blitz will not only increase profits, but it will open new doors to thinking outside of the box that could give your company the edge when it comes to competitiveness in your industry. So, instead of leaving it to the marketing team to come to you with a plan for integration across the boards, take the initiative and push cross-functional social media marketing upon your company.
Why Does Everyone Have To Be Involved?
Since social media has dug in firmly and is here to stay, every department in the company should be looking at how they can use it to make the whole entity run better. Ideally, this will involve representatives from each department meeting up for social media brainstorming sessions, but here are a few suggestions to help get the ball rolling.
The Sales Team
Perhaps the biggest untapped resource of social media marketing is the sales leads which are out there. You have at your disposal a targeted marketing list: either people who already like your service or product or people who like your competition’s. Go after them! In your monitoring tool, implement a smart keyword search and get new leads.
Every B2C has a customer service department that is typically only using traditional methods to make themselves available to customers. In the future, social media outlets will be used, so start to plan ahead (or even implement them now) and you’re sure to stay at the forefront of the competition. Be certain you have a strategy, good management tools for social media and a clear plan and then see how social media can help build trust amongst your fans and followers.
The social media revolution has come upon us so fast and with such ferocity, many companies are having a hard time figuring out just what it is and how they can use it to their benefit. With the enormous amount of information and advice out there to sift through, it’s no wonder why. That’s why it’s a good idea to take a second to really put things into perspective; to analyze just what the heck is going on here and figure out how we got to this point in social media history.
By doing this, we can take a look back on patterns from the past and try to see how they mimic the current trends. As we all know, history repeats itself so if we can identify patterns here, there’s a good chance we can all have a better understanding of the social media phenomenon and formulate a winning social media strategy when moving forward with it.
So, let’s begin by trying to understand just how social media has changed the relationship between clients and suppliers by looking at another time period where this shift in dynamics took place: right before and into the Industrial Revolution.
Taking a Look Back On The Original Social Media
Before towns and cities were well established by the Industrial Revolution, most consumers knew exactly who they were buying from: Jim the fisherman sold them fish, Jebadiah the farmer sold them apples, Molly the weaver sold them blankets and so on and so forth. With that in mind, let’s look at what it took to stay in business back then (and see if you can find the correlations to now):
- Merchants had to keep active in the community otherwise they would lose business.
- Products and services had to be above-par because the second people started talking,bad word of mouth would kill their business.
- Pricing had to be competitive if there were other merchants in the village
- It was all about customer service, once again thanks to word-of-mouth.
Because word-of-mouth in a community was so important, merchants were held to a higher standard. You had to deliver the best quality with no hassle otherwise word would get around; merchants were held accountable.