Social Media: The Good, The Bad, The Ugly

“The world now spends over 110 billion minutes on social networks and blog sites. This equates to 22 percent of all time online or one in every four and a half minutes.”

- The Nielsen Company, NielsenWire

Social media has become a world-wide phenomenon - one that businesses have learned they cannot afford to ignore.  However, as businesses enter this new territory, there’s bound to be some examples we can learn from.  This week’s blog post will focus on The Good, The Bad, and The Ugly as it relates to social media:

The Good

The following companies make sure their social media efforts reward loyalty, encourage interaction with their audience, and mimic their brand or business.

  • iTunes: If you want to reward loyalty and increase your fan base, take a look at iTunes Featured tab.  If you “Like” this page, you get 10 free songs on iTunes and you have access to other special offers.  Give your fans a reason to “Like” your page.

Good-Facebook-Example-iTunes

  • Cranium: The Cranium Facebook page encourages interaction through quizzes and games, while promoting their brand and product at the same time.

The Bad

We know audience engagement is key (see my last post on the Rules of Engagement), but there are thousands of companies out there showing us all what not to do.

  • Wealth_Formula:  This Twitter profile (http://twitter.com/Wealth_Formula) completely lacks the human element.

Bad-Twitter-Example

While tools like TweetDeck and HootSuite make it possible for us to schedule Tweets in advance, this user goes about it the wrong way.  Instead of engaging the audience,         Wealth_Forumula “yells” at them and tweets identical posts time after time.

  • Nestle:  Below you will find some of the negative criticism on Nestle’s Facebook page over its use of palm oil in products.  Things went from bad to worse when the employees behind Nestle’s Facebook and Twitter pages fired back at their critics.  Eventually, a Nestle representative apologized to fans for being rude.

Bad-Facebook-Example-Nestle

The Ugly

United Airlines learned the hard way that social media can have a significant impact on your business.

  • United Airlines:  This company had a customer-service nightmare on their hands after a passenger made a YouTube video about how the customer service department ignored his complaints that his Taylor guitar was broken during his travels.  The story was picked up by the LA Times and now has over 9 million views on YouTube.

In response to this customer’s video, Taylor responded in a YouTube video of their own, offering to help the guy out.  The video now has over 489,000 views.  Taylor properly used social media to capitalize on this oversight by United Airlines.

How to Stay in the “Good” Category Make sure your company doesn’t make these same mistakes.  An effective social media campaign requires thought, planning, and time.  At Delegator we understand that time may not be something you have to put toward a social media campaign.  From general consulting hours to comprehensive monthly plans covering any number of social networks, we tailor our services to fit your needs.  If you’re interested in learning how Delegator can help you manage your social media efforts, contact us.