When brands get it ‘disastrously’ wrong, online users are quick to point fingers and bay for blood. And yes, there are some basic marketing rules, let alone social media principles, that companies just don’t seem to comprehend. All brands should have a strategy and understand social media best practice if they want to go social.
But when a brand that usually does a stellar job online makes a mistake, should we not retain some perspective and cut them a little slack? (And let’s reserve the word ‘disaster’ for tsunamis and earthquakes, shall we?)
Much as they (and customers) would like to think they are, social media managers are usually not in complete control of their little online empires. Often, it’s when a social media strategy has been signed off and the channels are launched that the social media managers’ battles begin.
In the last year, the Mints have developed at least 15 social media and/or Facebook strategies for high profile brands. And sound as these strategies are, internal battles can prevent them from being implemented properly.
What they’re up against
Even the best social media managers are often at the mercy of brand / product / marketing / other senior managers and directors. People who have their own agendas and want their material featured regardless of the editorial calendar and social media guidelines. Who think they know better – but who are removed from their customers.
Just as frustrating are the people who promise to supply content or answers, but don’t. One of the most useful skills a social media manager can have is the ability to pull rabbits out of very empty hats.
To add to their joy, social media managers are often working their bits off trying to field abuse and compensate for ops, management and customer service shortcomings in other parts of the organisation. It’s a pretty thankless task. And unfortunately, those who do a good job simply find themselves overloaded with even more queries to resolve. Customers are quick to complain and will swarm to a channel that finally gets them results.
Cut them some slack
Woolworths’ customers hauled the brand over the coals on Facebook recently for using images of very, very thin models in a campaign. While some people were not satisfied with the company’s response, the brand did address customer concerns quickly, repeatedly and professionally:
Chances are that Woolies’ social media managers’ hands were tied over the ‘skinny models’ campaign. Knowing how customer complaints are usually handled on the Woolworths Facebook page, their response above is a little colder and more corporate than usual. I’d not be surprised if the social media managers were advising the product manager to pull the material immediately – but were meeting resistance. (This is all pure speculation – my company is in no way involved with Woolworths’ online marketing.)
We’ll likely never know what the situation was. But I’m pretty sure that the Woolworths social media team had a really bad week and were handling it as best they could. Some customers realised this:
So social media’s not all glamorous, then?
No, it’s not glamorous, and often it’s not much fun either. Social media managers spend a lot of time handling complaints and fielding abuse – often after hours (Facebook page moderation at 4.30pm on New Year’s Eve, anyone?). But this is part of the territory of putting your brand out there and it’s important for brands to know what they’re in for.
Unsurprisingly, clients need to be better educated about social media. Not just their social media teams, but everyone who will be contributing content, and those up the chain who make overriding decisions. Their agencies and consultants must make them aware of the pros, cons, dangers and opportunities of being so in touch with their customers. Be clear on what resources are needed to do a proper job (budget, training and headcount). Communicate what could happen if the brand drops the ball and how important the brand’s ‘character’ is in bad times. Make sure there’s a solid content strategy and moderation policy in place – which includes crisis management.
Then, because managing a Facebook page or Twitter account well takes sensitivity and finesse, if your social media managers are doing a great job, give them more respect. They are the ones who are actively engaging with the audience on a daily basis – so listen to their advice. Trust their expertise.
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What are your thoughts? Should we adopt a zero tolerance approach for social media faux pas, regardless of a brand track record online? Or should we acknowledge that these things often get blown out of proportion? Do weight in with your feedback in the comments below.
Thanks for defending the profession