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We give you the article about ethical Social Media campaigns, brought to you by our Social Media Marketing Manager, Sylwia Dyrek. Enjoy!
Activities in Social Media (as the name suggests) are based on people and their interaction with one another. The important things in Social Media are: dialog, communication, interaction and engagement. Social Media can easily be described as a part of E-PR, you’re building a relationship with your brand, creating a lasting image and generally building a good name for your company, which stimulates sales.
Some people seem to forget what Social Media really is. Literally every day we come across different bad practices in Social Media that shouldn’t be there in the first place.
1. Social media is engagement
We often see marketers forget about this. Many companies leading their Fan Page without the help of an outside, Social Media specialized agency, have no idea how to engage users. Their communication is one way and does not promote discussion.
2. Stop Spamming!
Strangely, spam also exists in Social Media. The curious thing is that Facebook can do pretty much nothing about it. Many Fan Pages create hundreds of artificial, private accounts to disseminate crude advertisements to other Fan Pages.
Case Study: A month ago, a company present on Facebook has created few thousand fictional accounts, which were then added en masse to existing Polish Fan Pages linked to motorization in any way. In effect, those Fan Pages have seen a sudden spike of 500+ new fans. This of course resulted in many unwanted messages containing ads, which had to be labeled as spam one by one. Not to mention weeding out all the fictional users and removing them. Remember- this is not cool.
3. Do not cause crisis situations on other people’s Fan Pages, especially at 3am!
Coming back for a sec to fictional accounts. It’s worth mentioning, that some users seem hell bent on causing unpleasant situations and PR crisis’ on other Fan Pages. They do that by spamming, leaving extremely rude comments about a brand, asking completely pointless questions and demanding an answer at 3am. Who does this? Competing companies? Agencies? Basement-dwelling Trolls? We’ll probably never know, but let’s remember, that there is such a thing as fair competition. Everyone wants to be successful, but trying to do that at the expense of others is not right.
4. It’s NOT all about contests.
It’s obvious, that contests appear in every good Social Media strategy. They are fun and engaging, let you increase your range and get more fans. Viralizing mechanisms make it even easier to spread the word. Let’s not limit ourselves to contests though, we do not need fans, that are interested only in the prizes and couldn’t care less about the brand. You’re dumping money down the drain.
5. Do not eliminate troublesome fans
It is unacceptable. We have the ability to control all negative comments on our Fan Page, because they do not disseminate as much on blogs and forums but that doesn’t mean you should delete the commenter. If a user voices a negative opinion, you can contact him, ask him what the problem is and try to resolve it. Vulgar language has to be treated more harshly. You need to stress, that the comment is not appropriate and deal with it creatively, you always have a chance to change an opponent into a supporter.
6. Always reply to your fans
Every fan must be treated equally, no exceptions. Every question must be answered, no matter what quality it is or how much sense it makes. This way we make the user feel respected and cared for, which will most probably make him a little more open about your brand.
7. Dynamic communication
Don’t use strict templates for your answers. When a fan asks a question X for example, you should not automatically respond with a prepared answer Y. This is very noticeable and will be quickly seen by your fans. Nobody likes an answering machine.
And now for something completely different, spam we enjoy:
[youtube]http://www.youtube.com/watch?v=anwy2MPT5RE[/youtube]
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