Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
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.
Why So Mean, Social Media?
Posted on December 1st 2012
Have you ever stopped to read the replies or comments posted on one of your favorite brand’s Facebook pages or twitter accounts?
|WARNING: Offensive Content|
Do it sometime.
And I thought I had no friends!?
Incoherent, whinny requests; negative and downright offensive language; even the most beloved brands fall victim.
There’s a certain anonymity about social media that encourages users to more freely speak their minds.
Unlike real-time verbal altercations in the physical world, where going face-to-face with brand reps can quickly turn personal, virtual brand stewards are able to digest onslaught opinion and respond with a delay.
And so, their responses are ALWAYS cool, calm, and collected (which, when you’re fired up, only provokes a deeper rage).
You don’t want to host your own brand roast.
These types of environments are no longer positive. They aren’t conducive to brand building – even with your strongest advocates. The bulk of dialogue has turned petty and reactionary.
So what should you do when you’re not feeling the Social Media Love?
1. Start by practicing self-regulation
I know – the last thing you want to do with an angstful group of followers is start deleting posts. You fear removing their comments will only lead to their posting 5 more – accusing you of being anti-American, anti-free speech, etc.
LEGO has the right idea. Consider validating regulation by establishing a vague set of “house rules:”
|Playing it cool...|
Sure, as a toy manufacture catering primarily to children; monitoring social media is a bit more justifiable. Still, offensive language and distracting content is something you as forum owner should NOT be afraid to remove.
But mind the fine line.
Don’t delete EVERYTHING that feels negative
People should be able to post legitimate gripes. They’ll respect you more for leaving it – and be more interested to hear your resolve. In that respect, social media can serve as a think tank for constant improvement.
2. When monitoring fails, scale back completely
Forget what you’ve heard – not everyone has a reason to be active on Facebook and Twitter.
If the bulk of your posts (business and non-business alike) are met with hostility, just BAIL.
Keep place holders on all the big players. Consider making social media’s sole purpose the dissemination of “emergency information” – (issues affecting coverage, outlet closures, etc).
Bottom line: Social media efforts should bolster brand affinity, not disparage it.
Don’t play host to a growing community of disgruntled customers.
If it feels like it’s not enhancing your relationship with customers – scale back.