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  • Anonymous

    Some good tips here, Jeff, though I don’t fully agree with No. 1. Depending on the brand, responding to every single comment, post, or question on your brand’s Facebook Page can actually be overkill, and can do more harm than good and stifle conversations. Sometimes, it’s best to hold back and let other fans (like brand defenders) jump in and respond. Instead, I’d argue for a regular, visible presence with *strategic* responses.  

    But I know we do agree on this: companies and brands who are using their Facebook Page as a pure marketing/promotional tool and ignoring the response and engagement component demonstrate a fundamental lack of understanding of how Facebook actually works!  One of our major brand clients has an outstanding commitment to customer service and brand response on its Facebook Page; it wants all comments reviewed and (when warranted) responded to within 30 minutes. That’s a time- and labor-intensive commitment, but one that the client insists is needed to ensure a successful Facebook presence. I hope to see more and more brands following suit. Bryan Person | @BryanPerson – LiveWorld

  • http://twitter.com/cjacks0n Chris Jackson

    Should you monitor facebook, twitter etc 24×7 if you are a large brand?

  • http://twitter.com/mojohelpdesk Mojo Helpdesk

    I have to agree about the importance of replying to your customers on Facebook. My rule of thumb is if it’s something I don’t really want to answer, I might wait a few hours and see if any customers respond. If not, I then give them an answer. To not respond can really anger customers or at least make them feel underappreciated, something none of us want to do. However, if they ask something that you don’t want to answer, like “Are you going to have feature X on the next release?” I give them an honest answer like, “I’m sorry but due to the competitive nature of our industry, we don’t talk about products in development until they are ready for launch. We will, however, post about it here as soon as there is something to announce.”
    This lets them know that while you recognize they asked a question and take it seriously, you can’t discuss such things due to company policy. No one has ever complained after that. And, if anything, I gave them a reason to keep coming back.
    Ignoring customers on Facebook is a baaad thing. Can really blow up in your face if you aren’t careful.

  • Erin James

    This was very interesting to read – a huge company like Amazon not paying attention to their Facebook page. If anything, I would have thought that the bigger companies would have a dedicated person to interact with their customers on all social media platforms. I work for a small business and I check our platforms often. It seems even global companies underestimate the immense power and influence of social media. 

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  • http://twitter.com/FitJunction Fit Junction

    I was surprised by the amazon stat…wow…anyways..good post. i  plan to write about a restaurant/lounge who offered me extremely crappy service and then refused to acknowledge the problem on any of their social media channels..will link your blog in that post as well

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