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Leaping Ahead blogs aim to provide relevant and important online media information to its clients.

What NOT to do on Facebook! A case study in losing customers.

I'm frequently asked about Facebook advertising vs Google Ads, personally both can significantly gain you more followers and in turn business ... BUT ... both rely on good, targeted messages and both should be monitored and assessed to gain knowledge of what is working and what is not.  The statistics, analytics or insights are important indicators and if you're not prepared to review these then losing money is your fault.

My personal preference is Facebook, they have managed to build a smooth interface with easy to select choices and clear budget indicators and they don't go over that budget.  I've never been quite as successful with Google and I'm certain that if I spent more 'geek' time on it my rewards would be great.  For me Google is the best, but it is built by geeks for geeks and their interfaces always have me going around in circles ... and I know what I'm doing so I can only imagine how confusing it is for anyone who doesn't.

I also spend some time looking at sponsored and boosted posts to see what is working and which are attracting attention, a cheap way to research.  I first noticed this post a few months ago and again a couple of months ago and again today as the comments are old (when they are not hidden - yes I can add up) so this is a clear indication that this particular ad is being recycled.  In other words instead of creating a new promotion they've just taken an old one and boosted it again.

The ad is good, let's face it there isn't a woman who doesn't want her backside to look great in a pair of jeans, regardless of her size, so an ad promising you what you may never achieve is going to set a very high expectation.

What not to do on FacebookWhen I first noticed it, I saw that it was getting a lot of response and thought that it was interesting so I had a look ... while most are in French the translation clearly showed that many people were very dissatisfied with this product and the service.  Interestingly none of the complaints were being addressed or commented upon, only the requests for information would receive attention.  In other words, you've give poor products or customer service, ignored the comment and responded to another query ... gosh that's gonna just make any unhappy client even more MAD.  After the second promotion (that I saw, of course there may have been more) the trend continued and upon the third viewing of this same ad it was interesting to note that some comments were being hidden and there were fewer (but still plenty) bad ones but dates still matched up.  So they continued to use the same ad for boosting, with bad comments ... in other words boosting their poor product and performance and paying for it!

Being even more fascinated I looked at their page and discovered that this contained principally 4/5 images that were regularly recycled with the same text and links.  There were many hidden comments, angry reactions and yet they exceed 13k likes!  Over time, however, their post likes have reduced significantly and reviewing their statistics would be interesting.

Observations ...

  • Don't promise what realistically can't be delivered ... you'll just make more enemies than friends - this is social media and viral bad news spreads as quickly as good news
  • Engage promptly with dissatisfied clients and take the problem off your front page into messenger, email or phone quickly - ignoring an annoyed client will just turn them into an angry one and the problem could just escalate.
  • Review your insights to establish successful campaigns, although Facebook measures interactions, it doesn't know if comments are good or bad.
  • Check your post before your boost it
  • Numbers on Facebook don't necessarily equate to good business or a reliable one!

This company's social media campaign seems to be in the hands of someone who hasn't got a clue or has been handed over to someone entirely disinterested in the business and is just paid (probably a minimum amount) just to post and do ads ... both of these are dangerous options if this is a primary marketing strategy.

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Thursday, 27 June 2019
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