“Do you think this new Facebook campaign is gonna be good or bad for us?”
In spite of having run several social media campaign in your company, you’re still facing people explaining that you will sooner or later learn how bad could social media be for a brand.
It is a risk of course, but a risk which is worth it for many reasons. One of the most important to me is that you’re finally meeting your customers, the general public who can also even not know your brand but can be mooved by your brand!
Then, what are the challenges you have to face daily to create your audience satisfaction?
Create content you’re proud of!
“Good content always has an objective; it’s created with intent. It therefore carries triggers to action.” Ann Handley.
I really like this campaign. #LikeaGirl is no more something that must be seen as insultant, it is something that matters, it’s about respect and confidence! This video is really great because it shows how child are confident and reluctant to accept social determinism.
Besides Always had the good idea to create use this hashtag as a way to compliment someone.
It also about saying that sex equality is already there, of course not everywhere but signs of it are there and should not be forgotten; if you think that only huge muscle guys can play football in the US… Then I think Always can proove you that you’re wrong!
If this tiny little voice in your head is saying, “are you sure you want to do it like that” it migth be a sign of the potential difficulties you might be facing.
Still, at some point you’ll have to jump in, and experience in the reality if you concerns or expectations where right or not. But you’ll necessarily discover new ones and already have to accept it!
You’ve worked a lot on that campaign but people don’t like it. Worse you have to face a lot of criticisms…
Critics are not necessarily dramatic if you seize it as a good leverage to change things … and if you have the ability to change things!
It becomes a little bit more dramatic when you’ve created something that you thought could be fun… but is outrageous for your audience. Take a look at what happen to this cute dog in Go Daddy’s commercial that was initially planned to be broadcasted during the Super Bowl final!
I’m a really cute dog but Go Daddy was not very cool to me in their advertising (He’s too cute, I’m gonna rescue him and we’ll become best friends forever:-) )
Do you even imagine if they have decided to keep this advertising programmed for the most viewed sports event in the year in the US?
In France, the 3 Suisses a online shop was accused of having used the wave of emotion generated by the #JeSuisCharlie on its twitter account.
Some of the web users decided to answer by creating sarcastic content like the following:
All these examples show how much it is still important today to be priorly worried of what emotions brand messages can create nowadays. And since an emotion is created by the brand, internet users also have the power to answer to it and create another kind of emotion: indignation that could lead to boycott or massive critics online.
Answer to your critics!
Critics might no be easy to handle and sometimes you can only apologize and moove on. US Airways didn’t have anymore things to do when they accidentally posted an obscene picture on their Twitter!
In many cases, critics are not directly linked to controversial actions or communications from a brand.
Therefore critics must be seen as a good opportunity. In a way, they can show that people are caring for what you’ve said. Maybe you have just mistaken in the way you express yourself. Such feedbacks are valuable in order to wonder if the content you’ve designed is really accurate or not.
And may be it’s the time for you to apologize and correct things, not necessarily within your campaign or your communications, but sometimes directly regarding the quality of the products or services you’re proposing.
It can also reveal a lack of organization and resources diretcly in the structure of the company. And if you don’t want such situation to happen, you have to do something!
What if we don’t have any answers to bring, either in terms of communications or organization?
Let go… if you are convinced you’ve done your best!
You can’t manage everything. At some point you just have to let things go. because in today economy, things no more belong to you.
Communities and customers own your brand and you owe them to be good in what you do and what you bring to them!
But remember that some people might be just excellent at trolling your feeds: if you are facing obvious and inflammatory statements that are meant to bait people into reacting. ..Welcome! You’re not watching at the Lord of The Ring yet, you’re facing a troll! Whatever upsetting it might be, be reasonnable, don’t think that answering must be systematic: do not feed the troll!
What about you, what are the best campaigns you have in mind, the worst, what are the lessons you’ve learned from it?