How to Prepare Your Business for the Facebook Dislike Button

dislike

 

 

With the development of the “Dislike” button well under way on Facebook, many PR and Marketing firms are scrambling for ways to combat the impending arrival of what is expected to be an increase in negative press. When Facebook CEO Mark Zuckerberg first dropped word about the dislike button a few weeks back, there wasn’t much surrounding detail offered.              

 

 Through the following weeks, limited information has surfaced about this tool being used to cater “empathic” posts. However, at this point, no one can be entirely sure. With this in mind, it’s important to discuss within your company the ways you might feel most comfortable preparing for this current social media tidal wave that is about to sweep across the world of marketing and PR.

 

Although the buzz surrounding this revelation has stirred up some concerns, there are both positives and negatives to this budding situation. A lot of focus seems to be circling the concern that the dislike button will allow consumers to give companies negative feedback without any way to resolve the issues. This means that someone could dislike a company’s Facebook page over something irrelevant or miniscule and there is no way to right the wrong.

 

Ultimately, this is bad news for companies, considering that not just one person has access to a computer, but millions, and there may be nothing stopping them from lowering the rating of a company, with no easy way for customer representatives to swoop in and resolve any issues.

 

Fear not, because while this is an understandable concern, it remains only one problem area and believe it or not, there are positives to this as well!

 

The social media platform, and more specifically Facebook, allows for companies to be closer to their ideal consumers. For those consumers who might use the dislike button for a relevant and rational complaint, companies can now receive excellent constructive criticism on how to improve at a much quicker and more personal level. This may also allow for general feedback, no matter the degree of the complaint. In the end, this could help companies address key issues, large or small, and improve their rating on Facebook.

 

Through all of this, I’m sure there are still more questions, concerns, and/or thoughts regarding your business and its possible fate on Facebook. Here are a few tips to help you prepare and plan for the launch of the dislike button.

 

  • It’s crucial to make sure your employees are informed on the changing information regarding the dislike button so make sure that your business has a plan of action.
  •  Be prepared, and discuss with your employees how everyone might work together to address negative rating s on your page.

Remember, the dislike button is still in the works, which gives companies at least some time to gather helpful and relevant information. Make the best out of this situation by addressing it as creatively as you can.

 

Check out these links that go a bit more into detail on this issue.

 

-Katie

Subaru Nailed It!

subaruMy wife drives a Subaru Forester and is a raving fan. It has taken her through an amazing amount of “life moments” in the last decade. Both literally and figuratively there have been incredible super highways that she has driven as well as her share of rocky roads.

 

 Getting out of a bad situation with the help of an incredible support group of friends

  • Living life’s adventures with her golden retriever, chow mix, Ginny
  • Meeting and marrying one of the most intelligent, handsome, kind, AND humble men on the planet (yes, I’m referring to myself)
  • Having the most precious and beautiful baby girl in the world and watching that girl grow and blossom into an amazing young lady
  • Welcoming a handsome and adventurous son into the family and watching him develop his own personality with glimpses of a young me popping through with some of the things he does
  • Traveling west to Petersburg, Pa to care for, love, and ultimately say good-bye to an ailing mother

 

 There are dings in the body, French fries stuck between the seats, coffee stains on the carpet, claw marks in the upholstery. The car, to paraphrase the Johnny Cash song “Ragged Old Flag,” is “weather-worn, but she’s in good shape for the shape she’s in.”

 

 I’ve made it known that Amy’s “Subie” is not MY favorite car. It’s legroom is lacking and it just isn’t for me.

 

 Yet the truth be told, I know that car holds dear memories for her and I am a sap. I see those claw marks in the upholstery and can see and hear Ginny sharing her displeasure with the tollbooth attendant on the Pennsylvania Turnpike. Images flash of pink-dress wearing princesses and golden suns smiling when I see broken crayons under the seats. I hear laughter and music and hands keeping the beat on the steering wheel after a great day at the beach. That’s why Subaru’s latest commercial has struck a chord with me and brought a tear to my eye. Emotion is a tricky tool to use in advertising. When done well it’s extremely effective, yet emotion (like humor) can be highly subjective. When perceived as “pandering” or false, the emotion can be counterproductive.

 

I think Subaru nailed it. Their use of imagery that I can relate to as well as subtle, yet “mood setting” music enhances the ads effectiveness for me. Take a look for yourself and let me know your thoughts: youtube.com/watch?v=UkX4aOQ_u2I

 

─ Drew

Marketing to Millennials

Millennials

Marketing To Millennials

 

What is a millennial?

 

A millennial is defined as anyone born between 1981 and 1997. Time magazine described millennials as “technology-addled narcissists.” Yet the truth of the matter is that millennials are taking over and are soon expected to surpass baby boomers in buying power. Their buying power is massive with more than $1.3 trillion in annual spend. That number continues to grow. So as marketers we need to adapt to how we message the tech-savvy generation.

 

Below are a few tips to keep in mind when messaging to millennials.

 

  1. Mobile, mobile mobile. According to entrepreneur.com, 85% of U.S. millennials own a smartphone. It is extremely important to hit these users when they are engaged and to make all marketing messages mobile-friendly.
  2. Personalization is key. Millennials want to feel like your content was created with their interest (not their wallet) in mind. Create content that educates instead of advertises, this makes them feel like they are making smart purchases.
  3. Advertise where they are most. Social advertisements are the new way to engage millennial social media users. Traditional online banner ads are mostly ignored by social media users and are only clicked on 0.2 percent of the time they are seen. Social ads are smaller and more suited for smartphones than traditional banner ads and are more preferred by Generation Y (birth years ranging from the early 1980s to the early 2000s).
  4. Build your brand on social media. On a day-to-day basis, millennials rely on social media for their news and updates. Social media outlets are by far the dominant way millennials learn about things online. Search engines are ranked near the top but fall below Facebook and Twitter for brand discovery.

 

Hopefully these tips will help you generate new ideas and strategies which your brand can initiate to engage with the millennial generation.

 

─ Jacky