My experience managing difficult commentary on Social Media for top Australian brands…

Reading an article published on The Deal Magazine (notes from Liem Viet Ngo, Lecturer Australian School of Business and Brian Giesen, Strategy Director at Ogilvy) about how to deal with negative social media commentary from consumers, reminded me key fundamental aspects I have been practising for clients when managing difficult commentary, complaints and “trolls” ( people just just love being cynical, sarcastic or just on-going complainers).

Key rules when dealing with difficult commentary:

• NEVER ignore commentary. Become aware and take note of this people.
• Respond within a DAY. No excuse for brands to open Facebook pages or twitter accounts if they cannot respond to complains, questions on the day. Remember than when responding your brand not only get noticed by your fan but also by her social network of friends and followers.
• Do not argue online. Move conversations to private email or even better to phone conversations.
• Find out ALL details of complains. Sometimes I have had people who do not even know what they want OR even worse they are complaining for a service they have had at other competitor’s business.
• Not all complaints are equal and need different treatment. Some can wait, some have to be followed up immediately. Find out how influential the person is and prioritise accordingly. Go to their Twitter, Facebook, flickr, accounts and find more about them in their public profiles.
• Focus on your brand DNA. Do not let social to distract you or confuse your customers. Talk what you are mean to talk. Let the other commentary to other brands.

As Liam quoted in the article, the meaning and value of a brand is co-created, curated and shaped by customers today.

You (as a brand captain) need to help customer’s co-create, curate and shape the perceptions, visions of what the brand is today and it is going to be in the future.

Cheers and have a nice week :)

NEXT

• CALL US ON  0423 388 930. Outside Australia: +61423388930. Check out eDigital Social Media Strategy and Social Media Management services.
• Check Mauricio Escobar (eDigital Consultant) experience and recommendations on his LinkedIn profile.
• Connect with eDigital on Facebook

A great example of how art installations and consumer participation can amplify a new product promotion. Nissan LEAF car launched in Sydney with an art installation showing how petrol bowsers might be used in ‘a world without petrol’! 

Consumers can vote for the coolest bowser here: http://www.zeropetrol.com.au/

Have a happy Sunday everyone :)

Mauricio

NEXT

• CALL US ON  0423 388 930. Outside Australia: +61423388930. Check out eDigital Social Media Strategy and Social Media Management services.
• Check Mauricio Escobar (eDigital Consultant) experience and recommendations on his LinkedIn profile.
• Connect with eDigital on Facebook

Is your business taking advantage of your customers using Facebook? Check out this update re Facebook penetration…

Mauricio

NEXT

• CALL US ON  0423 388 930. Outside Australia: +61423388930. Check out eDigital Social Media Strategy and Social Media Management services.
• Check Mauricio Escobar (eDigital Consultant) experience and recommendations on his LinkedIn profile.
• Connect with eDigital on Facebook

Making video content? Read why real non-branded, non-product centric real stories can engage your customers and bring to life your brand DNA.

What’s amazing about non-branded, non-product centric real people stories on video:

• People can relate to real stories of other people
• It humanises your brand as you real story video brings real emotion
• It can connect to people who have real struggles
• It can educate people who need support
• Authentic, real stories speak on people voices and make people follow you

Thanks to Michael from Social Media Examiner for sharing this video.

NEXT

• CALL US ON  0423 388 930. Outside Australia: +61423388930. Check out eDigital Social Media Strategy and Social Media Management services.
• Check Mauricio Escobar (eDigital Consultant) experience and recommendations on his LinkedIn profile.
• Connect with eDigital on Facebook

Hey retailers! Check out the first interactive shoppable music video. How to integrate fashion items into music videos.Canadian online retailer music video lets you shop while you watch.

Click the “S” box and the video will transport you to a page where you can view a list of each item shown in the shot. Every item can be purchased directly through the music video.

“I would expect some people would enjoy shopping that way but I still also believe the theatrical experience of physical shopping will never be replaced.  Keep differentiating your product and service and focus and what your brand do best.“ Mauricio Escobar.

NEXT

• CALL US ON  0423 388 930. Outside Australia: +61423388930. Check out eDigital Social Media Strategy and Social Media Management services.
• Check Mauricio Escobar (eDigital Consultant) experience and recommendations on his LinkedIn profile.
• Connect with eDigital on Facebook