You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Avoiding an Online Shopping Social Media Crisis [Infographic]
Posted on November 29th 2012
The winter holidays should be a boon for online retailers. Thanksgiving and Christmas bring hordes of online shoppers onto the internet, and with the right strategy they could be persuaded to spend time on our sites. With the wrong strategy you could have a social media crisis on your hands.
If you’re reading this then you managed to survive the shopping holidays of Black Friday and Cyber Monday. Congratulations! The period following Thanksgiving has become an enormous marketing event that’s continuing to increase in size each year, and not everyone emerges unscathed.
When it goes wrong
American department store Sears has been singled out for particular criticism for the way they conducted their Black Friday campaign. A miscoded online countdown clock, order cancellations, uninformed store staff, and a Facebook Page unprepared for a surge of complaints conspired to give shoppers a poor experience at one of the company’s most important times of the year.
At every step of the story it’s clear that there were good intentions and the potential for a successful campaign. A working countdown clock would have built excitement. The promise of great deals for the store’s VIP members would have made membership valuable, had the company been able to deliver. Even the much-ridiculed social media response isn’t entirely without merit.
How could this have been avoided?
The event demonstrates how easily a good idea can become a social media crisis without a well organised approach. A strategy encompassing Sears’ employees and representatives in each stage of the process, keeping everyone on the same page, could have made the campaign as successful as its planners had hoped.
With better communication and oversight of the campaign, mistakes like having a countdown clock count down to a different time in each time zone could have been avoided entirely or spotted and fixed before publication. Excitement about the most popular deals should have been noticed, allowing social media managers to manage expectations of stock levels. This information could have been shared with store staff to inform them of demand and enable to them to answer questions from customers intelligently. High interest in the Black Friday sale should have been anticipated, and extra resources allocated for the social media team to spend time preparing more varied standard responses, or to have more staff online to answer questions personally for the duration of the campaign.
Online shopping forces companies to conduct more of their business publicly and very visibly on their own sites and social network pages. Ten years ago the world wouldn’t have known if you’d been inundated with phone calls and letters of complaint, but the medium of today’s aggrieved customers is the product review sections on your site, the comments on your Facebook posts, and easily retweetable hashtags.
Black Friday vs Cyber Monday
Black Friday sales figures have increased by 8% in the last two years. In the same time Cyber Monday sales have increased by 41%! With so many of these sales being made online, surely more time and money has to be invested in the planning and management of online campaigns to keep up with the increasing number of people doing their holiday shopping online. Take a look at this infographic to see how online and social shopping are where it’s at:
This infographic was conceptualized and brought to you by myhosting.com.
Christmas is terrifyingly close. If you’re running an online campaign this Christmas, have you established lines of communication between all the departments involved? Has everyone been fully briefed? Is someone responsible for oversight and coordination? It’s never too early to get the plans in place.