What happens when a customer types “your brand” followed by “review” on Google? Unfortunately for a lot of brands, the negative reviews show up first. This can be extremely costly. You might try reaching out to the bad reviewers, will little to no effect, considering a lot of these are bogus reviews by competitors. Or you can take advantage of the knowledge that along with these reviews, your Facebook page also shows up first among search results. And it’s a lot more effective to use Facebook to manage your reputation.
The single most important factor that makes or breaks a page is the response management system. Brands usually hire social media agencies to manage their page and if they do respond, especially to complaints, it’s usually with a standard “Thank you for your concern. A representative will reach out to you shortly.” In no time, every post is flooded with angry complaints and brickbats.
By integrating your customer service infrastructure with your page, you can turn every response into a brand building initiative. The brand should make sure a senior representative manages responses, while liaising with the agency, so that decisions are made and every complaint is addressed to the customer’s satisfaction.
AT&T is an outstanding example of effective Facebook customer service. With 1.6 million Facebook fans and 122 million customers, they are active, engaging and highly responsive on their page. They have a separate Facebook team that has handled complaints so well, that some of their most bitter customers have turned ambassadors.
There will always be tough trolls to deal with. Rather than get defensive and get caught into a verbal duel with them, humor can sometimes help diffuse the situation and take your brand even further.
With more than 84,000 likes, Bodyform couldn’t have ignored it. And they didn’t, instead responding with this video featuring their CEO.
The video garnered more publicity than the initial post from Richard and also went on to win a Cannes Lions.
Be Original: Don’t re-post Top Ten lists or posts from other feeds just because they are remotely related to your brand. . Use original, entertaining content. This is the one space where you can forget about the serious tone your brand usually carries. Let people see a more accessible side of you. Make fun of yourself. Celebrate together with your fans on the good days, and cry with them during a crisis.
Design: The interface and design of Facebook is one of the best in the world. Users expect content to be designed to match the simple, clean look that has made Facebook so popular. Every post needs to be designed professionally.
Less Marketing: Selling your brand on Facebook doesn’t fare too well. This is a brand building tool, not a sales medium. Although, if done creatively through promoted posts, it can be successful. A brand page should have a healthy mix of creative and entertaining content along with marketing content.
Zomato regularly posts simple witty content related to current events, like this one when Jurassic World was released. While it doesn’t lead to sales, it softens up customers for actual marketing related posts.
Use Facebook’s in-depth analysis tools on each post to re-figure your social media strategy. What’s creating more buzz? What’s not? In due time, you’ll know exactly the type of content, the tone of voice, the time of day that makes your fans most responsive. And more often than not, the same learnings can be applied to any media.
A Christmas post on our Facebook page illustrated Santa as an agency and the unusual requests he gets from clients. The post went viral and more importantly, helped us reconnect with old clients and even got us a few new clients. Click here to read the story.