According to a recent survey of over 300 executives of companies with revenue of at least $1B, by Harris Poll for Lithium Technologies, increasingly businesses feel the pressure on social media to improve services, products and quality of service
In the study, 42 percent of those surveyed say that consumers have shamed their company or brand on social media and 82 percent of business leaders say that customers’ expectations have risen in the past three years.
According to Bob Tarkoff, president and CEO of Lithium Technologies, consumers not only use the web to find and share information, reviews and tips, they also use the web to push organizations to improve their products and services as well as shaming them into solving their customer service issues and impacting their brands Continue reading
By now most have heard of United latest blunder. United flight 958 from Newark, NJ to London had to make an emergency landing in Goose Bay in Northern Canada. nothing unusual here, mechanical issues happen and most passengers would rather temporary abort a flight than risk a worse emergency somewhere above the northern Atlantic and the Canadian Air Force base in Goose Bay has been used a number of time for emergency landings
The whole experience would probably not have been a big deal if with an airline with an already bad reputation like United if United had not, once again, dropped the ball on the customer service side.
So let’s revisit the incident. The aircraft experiences technical difficulties and the captain decides to be on the safe side and turn around to land at the closest airfield that can handle an aircraft like the Boeing 777 , the Royal Canadian Air Force base in Goose Bay Canada, so far so good.
The passengers disembark and are bussed to the barracks on the airfield because the local town does not have enough rooms for the passengers, that’s understandable and I am sure the passengers would not have had an issue.
Then, things start going South. Continue reading
Social media permeates every facets of business, from branding to marketing, sales, customer service and to often overlooked market research, product development and HR
Increasingly though, retailers and brands are turning to social media for market research.
Consumers have adopted social media in a massive way and, in spite of concerns for privacy, are sharing what they like, buy and want on platforms like Facebook, Pinterest and Instagram to name the biggest ones. Continue reading
Is your website mobile friendly or not, if it is not, you will want to know about April 21st
We’ve all heard and laughed at Geico’s commercial “Do you know what day it is”, April 21st is not hump day but if your website is not responsive (aka friendly to mobile devices like smart phones, I pads and other tablets) it’s the day Google will start penalize your rankings Continue reading
The FDA cracking down on Facebook marketing is a clear signal that companies have to treat Facebook the same way they would treat any other media they use in their communication with the public
In the past 6 months the FDA has issued 6 warning letters mostly for unapproved claims but when it comes to unapproved claims social media creates a unique challenge for companies in the healthcare industry at large (that includes manufacturers and distributors of supplements and other products not usually considered drugs or medical devices but could be construed as related to health) in that comments posted by third parties can also be construed as claims and the simple fact of liking a comment constitutes an endorsement of the claim by the owner of the page Continue reading
Facebook hides user comments on business page to cozy up with advertisers.
A lot has been written about Facebook moving away from being a social media platform to being an advertising medium.
Over the past few years, Facebook has steadily modified its algorithm to gradually shrink organic reach of posts on business pages down to a trickle, the last 2014 figures show the average post with around 2.6% reach. The goal of course is to coerce business into buying Facebook ads, something Facebook had not been very successful at in the past. Obviously the new approach is working since Facebook showed $12.47 Billions in revenue for 2014.
In an effort to sweeten the deal and make friend with advertisers Facebook quietly deployed a new feature collapsing and further hiding users’ comments at the bottom left of the business page where few users will find them and if they do find them, they will only see a few posts unless they click on a non descriptive icon that is if they know where to look for Continue reading
Facebook just announced that starting in January it will begin limiting the number of “promotional Page posts” in the news feed… unless they pay for it. Facebook is now officially an advertising platform.
So, what is considered a “promotional” post? In short, anything that looks or feels like an ad, that includes the reuse of advertising material brands may have paid for. You probably think “a little vague”, well most terms with Facebook are rather vague and give them a lot of latitude to interpret.
Over the past few months, brand reach on Facebook as dwindled to about 2.73% according to Forrester Research, the new policy is likely to reduce that substantially and force brands to pay for play for more content, until they have to pay for every post to have any reach.
Facebook is now officially an advertising platform in the traditional sense of the term leveraging their massive user base to generate display advertising both in and off the feed and that after charging brands for ads to develop a follower base they cannot reach anymore.
What should brands do? There is not much of a choice, they should consider Facebook as any other advertising platform and develop their communication in a way that they can pull their now paid audience away from Facebook and other social media platforms and towards platforms they own and use social media to attract traffic to their websites and use their website to build their database.
Yes, we have come full circle, the website is becoming what it should have always been, the center of the digital strategy and social media, a way to build traffic to the web properties owned by the brand.
Brands will still be able to build relationships and interact on social media but email will take on a new dimension and allow brands to further build their database and/or drive consumers to owned communities versus communities owned by third parties