If You Can’t Say Something Nice, Don’t Say It On Twitter! Written on October 9, 2012 by Elizabeth in Small Business, Social Media, Twitter Twitter For Business – Advice on What Not to Do!
In my last article, I told a story about a newcomer to social media who offered a large social media contract for her company's business based on the power of a single thoughtful thank you for a Tweet some months before.
What happens when the interaction goes the other way? When a company is thoughtless, rude, or flippant, and it goes viral?
Anyone catch what happened a couple of weeks ago now that NFL football season is underway?
Normally I'm a college football fan (Auburn!), but it seems the Kansas City Chiefs need a lesson in how to talk to their fans – the disgruntled ones – on social media.
Here's how it went down. A long time KC Chiefs fan tweeted a friend about his perspective on the team's management. Specifically, he used a few, shall we say, choice words referencing both the Chiefs' losing record and the salaries of its owners. Now, his Tweet was pretty bad. But the KC Chiefs staffer who responded did so in a way that was snarky and rude. Then blocked him on Twitter.
Now, it just so happened that this particular fan wasn't just any old fan. He was one with a job of, you guessed it, social media management. So he started a Reddit thread about the whole thing that started taking on a life of its own.
Eventually, someone from the team apologized via Twitter to the original disgruntled fan. Unfortunately, because they'd blocked him on Twitter, well you guessed it. He couldn't see the apology.
The story went viral! The fan appeared on local television stations, several radio shows, and even Yahoo picked up the story.
Now, my momma taught me that if you don't have anything nice to say, you shouldn't say it at all. And you certainly shouldn't shout it from the rooftops.
That's kind of like Twitter. And the fan shouldn't have tweeted something that rude, in my opinion. But the Kansas City Chiefs should have known better, too. And to respond to any fan (aka customer) like that is a big ol' no-no for a major brand! In the end, in that kind of conversation on Twitter, the party who will always end up looking bad is the brand, not the customer.
Ways NOT to Respond to Negative Customer Feedback On Social Media
Ignore It If a customer posts negative feedback online, ignoring it will not make it go away. It only makes it get worse. I can't say it much plainer than that! Match It Do not respond to a negative comment in kind. I promise, the only one who will look bad is you. Fake Apology Do not respond with a fake apology. Nothing, nothing, nothing can kill your engagement like hypocrisy or anything that looks like it. Delete It Removing critical feedback never works. Repeat after me: Removing negative feedback never works. Somehow, someone will always see it. All it does Is make you look worse.
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How To Increase engagement on your Facebook Fan Page
I'm going to get to the point here. Effective Facebook marketing is not about the likes. Here's the thing. Anyone can buy likes (and I don't recommend it). A like is merely a one time thing where someone clicks a button – and honestly could choose never to visit a fan page again.
On the other hand, engagement is an interactive online community, regularly giving feedback on your content and passing it along to their friends.
And when it comes to return on social media investment, it's engagement that wins every time.
So how can you get the party started on your fan page and boost your engagement?
4 Tips to Increase Facebook Fan Engagement:
1. Don't Use a URL Shortener
As spoofing of links continues to be an issue, people don't want to be taken away from Facebook, and they really don't want to click links that don't obviously show where they're taking you. URL shorteners might make your posts shorter, but they make it very difficult to see (especially on a mobile device). As more and more people access Facebook via mobile devices, they want to know where a link is redirecting them. As a result, best practices are to spell out the whole URL or to use a brand-specific URL shortener.
2. Keep it short, honey!
As marketers get more and more creative with trying to find out best practices on media like Facebook, Twitter, and other social media sites, a surprising statistic has been discovered. Maybe it's Twitter's fault, but our attention spans keep getting shorter and shorter! Research shows that the fewer characters in a Facebook update the better, and under 100 characters is best!
If a few words are good, a picture is even better! Facebook's internal research shows that posts with a photo album or picture generate 180% to 120% more engagement than posts that are just words.
3. Use the right words:
Words have weight – a lot! The words you chose matter greatly when it comes to getting engagement on Facebook. Certain words generate more engagement on Facebook while other words kill off your engagement almost from the outset. Action keywords, also known as "calls to action" are best for generating engagement. "Like," "comment," and "submit" are great action-oriented keywords to help your audience know what it is you want them to do when reading your update.
Asking questions is one of the best ways to increase engagement. It's sort of the equivalent of being at a cocktail party when no one's talking. What's the best way to start conversation? It's not by assuming everyone wants to know about you and trying to impress them with where you work, what you do, or whatever. Ask a question to get feedback and create a natural opportunity for others to jump into the conversation with you and with others in your audience.
Where you ask your question matters too (yes, we really do have short attention spans!). Questions placed at the end of an update generate 15% more responses than questions placed at the beginning of a post. Who knew? (Wait…where am I putting that question?)
5. Make It Sweet – Share Facebook Candy!
What's Facebook candy? It's anything Facebook users want to share – and they share it a lot! Images are great Facebook candy, as are inspirational quotes and pictures of cute animals.
Many of us think and wonder about our own wellness. The questions seem to form an endless wellness wonder list: What to should we eat? Should I avoid gluten? What should our kids eat? How much do I need to sleep? How many glasses of water do I need to drink each day? How many [… The post Consider Your Pet s #Wellness appeared first on Project Eve.
Unless you're lucky enough to work for yourself, we all have a boss we have to answer to. Provided they're not the devil incarnate, there are quite a few ways to ensure you two have a good relationship.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.