Engaging with customers, collecting feedbacks and
discovering current and potential customers need would be some of a list of
reasons why companies need to add social media as part of its marketing plan. This plan usually depends on the company
profile, the products/ services it offers and the target audience.
Although Facebook (FB) is one of the most common social
media channels companies use, questions like: is it a must to have a FB page or
just a trend, what do brands post? What do customers want to see on the FB
page, are still arise.
A December 2011 study by A.T. Kearney (global management
consulting firm) examined the FB conversations for the top 50 brands. The study
found out that the majority of these brands IGNORE fan comments on FB!! 94% use the FB page as a one-way
communications channel and never give the customer the chance to initiate
conversation.
On the other hand, different kinds of posts where dedicated
and mainly personal posts where the most successful in generate two way
communications with the brand. The study found out that 69% of the comments
were in response to personal non-promotional brand contents while promotional
posts only generated 11%.
The results of this study would lead me to very interesting
questions, why top brands and the market leaders don’t use FB probably and
ignore fans comments? Would that mean that they don’t see the benefits of such
social media channels?
I think top brands don’t really ignore comments but will
only consider if the volume is high. Imagine the number of comments Coca-Cola
gets per day, no way they will reply to every single comment, but at the same
time if 100 people (high volume) said that “the new Cola is not good” then for
sure they will consider replaying.
In public relations, we believe that FB is another marketing
channel that companies can use. It is a one-way communications tool if brands
want it for awareness and promotional purposes and it is absolutely affective
because of the huge number of subscribers, the global reach …etc. The best use
of FB be by treating it as two way communication which with engaging and
collecting info will give any brand a extra competitive edge. This will only
happen if the brand decided to and allocated the right resources.
Posted by: @monmon_22
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