Location: A small company trying to use social media to effectively grow
The situation: A small company with tremendous growth potential has a successful Facebook page and blog. They started out very small, with virtually no readership, and now, through steady effort and preparation they finally have a following on their company blog and their Facebook page is exploding. They have a large number of readers and visitors to their website and sales are growing. The problem is that those readers are now starting to leave feedback, some good and some bad, on those pages. The company, however, has not been responding. The longer this goes on, the more and more negative the comments are becoming. The company is wondering if they should just not allow comments or start deleting them. They are starting to panic, fearful that negative feedback will hurt their bottom line.
The solution: The Spotlight’s superhuman senses detect the problem and he immediately dons his costume and his ring to spring into action. He flies into the corporate offices and finds a harried and frantic social media manager rapidly deleting comments while also coming up with new posts. The Spotlight stops him in his tracks using his Ring of Truth. He then gathers the upper management together and tells them that, while social media can be handled by a few people, at a small company such as theirs they need to all pitch in and help. Even at larger companies, he explains, upper management takes notice of the social media efforts and will take time to answer questions from fans and readers on corporate blogs and Facebook pages.
The Spotlight shows them that their social media effort has provided them with a built-in focus group. Rather than fearing the comments and feedback, they should read it, understand it and then thank those who have left good comments and productive feedback. The Spotlight acknowledges that responding to feedback does create more work, but that, at this point, it might be beneficial to reduce the number of posts they do for their blog and Facebook to just a couple of times a week. The rest of the time the social media manager should be monitoring feedback, responding to comments and using online tools to gauge the effectiveness of their efforts.
The Spotlight helps the company set up a social media publishing schedule. He shows them how to use the measurement tools and gauge the effectiveness. He teaches them how to turn negative comments into positive comments and how to weed out the spam comments with the truly valuable. Before long, the company is interacting with their fans and readers, creating goodwill where resentment was building before. Their Facebook page and blog grow in popularity and their name recognition grows exponentially. Soon, the company is expanding its social media employees to help manage the pages and comments and the company itself begins to grow.
The Spotlight says: It takes a lot of work to manage an effective social media plan. Many small companies and those new to social media get caught up in posting new content, which is fine in the first couple of months, but needs to change as the pages become more and more popular. Ignoring the customer feedback can do more harm than good and efforts should always be made to make the social media efforts as interactive as possible. Make sure to create a schedule and plan the efforts in such a way that there is time to interact, and the end result will be a successful social media plan and a successful company.