Research indicates that marketing is not ready for negative feedback?
What is the problem?
http://www.socialmediaexaminer.com/negative-feedback-new-research/
What is the problem?
http://www.socialmediaexaminer.com/negative-feedback-new-research/
37 comments:
With every company out there having it's own marketing department or team, made up of I assume educated people, I think that the above statements might be a little to generalized and just maybe far-fetched. If you have a team of well-trained marketers, one would probably be designated to handle the online marketing/ social media. In opposition, if you have a smaller business with only one marketer that is overwhelmed and not up-to-date with technology and social media, then it is fair to assume things will not turn out well due to many factors above and beyond the three that are listed in the article.(1.)Marketers Lack Plan for Negative Comments, 2.)Marketers Don’t Understand Facebook Ad Options, 3.)Marketers Struggle Managing and Measuring Online Engagement.) Understanding the “Facebook Ad” options are easily done by simply going to: "https://www.facebook.com/help/www/355670007911605" and reading all about the different types of ads you can purchase from them, how they work, how the viewers see them, how effective they are, and how much they cost; click-n-go and you’re done! Lastly, managing and measuring is up to the seller and their preferences, their target audience, and their goals. I most definitely understand and agree with the author concerning targeting too wide of an audience and then not being responsive to them is a bad idea, or too small of an audience when a larger audience is in fact needed, but if you are not connecting with the audience that you do already have, you’re already out!!!
Good tips! I will keep these puppies in my bookmarked pages to use in the future.
This is an interesting article. It includes the followings points of struggle for marketers:
1. Lack plan for negative comments
2. Don't understand Facebook ad options
3. Struggle managing and measuring online engagement
I'm not sure why marketers are not getting these right since it is literally their JOB. It sounds like the marketers that took this survey need to get some serious education and improve their skills.
The writer does offer some good advice on how to improve on these points. I am hesitant to accept his statistics because I'm not sure how valid his research was, but he does provide some good feedback.
This article made some interesting points, including the following struggles of marketers today:
1. Marketers lack a plan for tackling negative feedback
2. Marketers don't understand FaceBook ad options
3. Marketers struggle managing and measuring online engagement
After reading this article, I still didn't understand why and how marketers are still struggling with these points because it is literally their JOB.
It look to me like the marketers that took this survey need to get some additional education and improve their marketing skills.
The writer does make some good points though and marketers could use his points to improve their overall tactics.
I am so confused as to why a company would not have a plan for negative feedback. It is going to happen, and a company should have a plan as to handle each situation and keep it consistent. As for the technology aspect, it sounds like someone could make a fortune by charging companies to show them how to use the current technology and discuss the downfalls and benefits that will suit each company.
These days, having an effective strategy to deal with negative issues in social media is a necessity. If these comopanies are current enough to use social media, then they should be able to plan against attacks. Otherwise, they are in for a world of trouble.
I would say that marketers are ready for negative feedback, becuase I am sure they face it all the time. There are always going to be consumers out there that are unhappy with certain products and those are the people that call in complaints and give negative feedback on those items, but that's how you learn and make the necessary changes to fix the problems in hopes of return business from those consumers.
I would say that marketers are ready for negative feedback, becuase I am sure they face it all the time. There are always going to be consumers out there that are unhappy with certain products and those are the people that call in complaints and give negative feedback on those items, but that's how you learn and make the necessary changes to fix the problems in hopes of return business from those consumers.
I find it interesting that there are that many marketers that don't have a plan for negative feedback. I would think that this is an area that marketers would need to ready for. They can't just ignore it.
I do think some of the tips that they spell out would be useful:
(1) create an open/respectful space where customer feedback is valued and sincere conversations can take place (even when they’re unpleasant)and (2) moderate comments but be selective...you can't just delete a post just because you don't like it, customer feedback should be valued and useful even if its negative. There are comments that you can justify blocking if they violate your comment policy.
I think that one of the most important parts of engaging in social media with customers is monitoring mentions of your products and reading reviews. If you aren't monitoring your customer satisfaction and responding to your customers you are destroying your image.
This was a shocking article. The statement that many companies do not have a plan for negative feedback is almost unreal. Not ever consumer is going to be happy with a product/service. I feel that it is important to have a plan to deal with those situations. 40% understand that there is a problem, but don't do anything to fix the problem. I don't understand why they would not try to fix the problem, unless it is a smaller company that knows it does not have the means to currently deal with the issue.
Dealing with the negative feedback is part of the job at hand. The main issue is how they obviously deal with the feedback they are receiving because at times the negative feedback they receive could be out of spite and other feedback could be while negative really trying to give a suggestion as to what could help the company do better. The thing is that marketers must be able to distinguish these possibilities and all the other ones that come along with it instead of thinking that they shouldn't deal with it or say they don't know how to respond.
I remember that seven to ten years ago, companies would flip out anytime they received negative online feedback. Now, it seems that they've gone in the opposite direction with not having a plan in place to respond to legitimate negative feedback. Unfortunately, it looks like trolls might have influenced this. Companies got sick of dealing with trolls, so they just ignore ALL negative feedback.
When I read this article I was shocked of how big the percentages were about marketers not having a plan or a plan that doesn't work regarding negativity. I understand you can't predict what people that go on your site will say or do, but there should be an option or have mediators that can delete comments if need be. Sometimes if people see those comments on their page they won't won't to come back to that website or even worse not buy your products.
this article is kind of neat it shows that even though we have had social media around for awhile now people are just catching on especially major companies. are blog earlier this year talked about how mcdonalds used twitter to ask people about there story about a McDonalds experience. this went very wrong and the got a lot of negative feed back. so this goes to show even though some companies are very successful social media is something that not every knows how to use
I have to agree with this article. Social media surrounds the world, and many marketers today don’t know how to deal with this change. I work in career services in the Bloch School and so many businesses are hiring interns that know about social media marketing. Companies realize they’re falling behind on the social media boom. At least they’re realizing and taking action to get on the ball. The fact that our generation grew up with social media can be big assets to the working world. (if you know how to represent yourself professionally!)
Most marketers don't have a set plan to deal with negative feedback. They should have a plan set in place with objectives like monitoring language in customer reviews and creating a respectful space for customer feedback.
Utilizing Facebook is an area most marketers don't understand. It's a huge tool; there are over 1 billion mobile Facebook users.
In order to have an effective marketing strategy, there should be jobs and people who monitor and manage online engagement for their company and products. It can be challenging but would pay great dividends if managed properly.
One of the most interesting things from this article is the fact that close to 60% of marketing executives can’t quantify engagement. I think that companies throw money at social media and expect to get results instead of actually targeting audiences that are relevant to there brands.
This was an interesting article. I think that the bullets can be useful to recall on if you feel you are not responding to your negative comments appropriately or getting the solutions you are hoping for.
This should be the one area that marketers should be focusing on more than any other. Social media use is rising with no sign of decline for a LONG time, so how could you not be understand all of Facebook ad options and how could you struggle to manage online engagement. It isn't like either of these have came out of nowhere and surprised them.
Chelsea Brewer said...
Marketers should tackle this problem head on rather than waiting until it araises. if the marketers don't understad facebook ad ptions they should reserach it or pay someone to inform them on the differences. Marketers should be more engaged in social media. This was a very good insightful article.
This is a very useful article/answer/lessons to many marketing managers out there.I spend a lot of time online as a consumer. I believe that posting a comment about some company's goods and service help the companies improve their service and goods. The need customers thoughts/feedback on what they produce. But, some managers out there definitely not ready for negative post and complaints. And yes; some of them cannot see the difference between "customers" that are really having issues with their product or "rude haters". as it was mentioned in the article, all the companies should do social media marketing, also they should have their own policy against those ruse haters, but not against unsatisfied customer. i have seen some companies getting rid of negative comments. That is not right. Instead of trying to solve the problem, getting rid of the comment will not help your business at all. At the end, us "business people" will always face the bad comments on social media everyday in this century. you cannot avoid it, so better learn how to handle and move on. Opening an account on Social medias for your business is not enough, you have to take your time and learn it, and work hard on it.
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I agree with some of the other comments that are hesitant to fully trust the author/source and the statistics provided. However, the article by Patricia Redsicker does provide some interesting points regarding marketers and how they are not prepared for negative feedback. In ways I am not surprised to read that they don't all understand the Facebook ad options, have a plan for negative comments, or successfully manage and measure the online engagement. I understand there are challenges in social media marketing, but in this generation when companies get more immediate and direct responses from customers on their social media accounts, I don't know why they don't have plans in place for receiving negative comments and other feedback. Individuals in the marketing field during this era should be prepared and have strategies in place for these online outlets.
I find it hard to believe that this many companies don't have a plan for negative feedback. Based on the article it sounds like most companies don't even have full marketing plans, they just use social media to get more followers.
I think these tips are certainly important for any company developing a successful social media campaign to keep in mind. As the article mentions, social media is a a conversation, and if a company cannot pay attention to negative feedback, that conversation becomes one-sided and ineffective.
I find it really ironic that marketers don't understand facebook ad options since it literally is what their job is. It kind of puts it into perspective that if they don't understand it then how will the general public comprehend it as well. I think its good tat the marketers receive negative feedback, not only does it provide ways to improve but it shows what is working and what is not. Negative feedback can sometimes turn into helpful feedback.
Not enough companies are putting forth enough planning for negative feedback. Showing that issues with disgruntled customers over social media is a great way to show how companies deal with their customer service. Planning for negative feedback is a great way for a business to redeem itself when having customer issues. This shows that a business cares for customers and is willing to fix any altercations there may be.
I think a lot of it has to do with marketing's main focus, which is most of the time a positive message. Companies are so focused on what they can do for the customer, they slack on handling negative news. I recently interviewed a marketing manager for a large furniture store, and she mentioned that sometimes the easiest way to handle negative publicity, especially from news organizations, is to simply not respond. She mentioned that responding can often backfire, causing more harm than good.
As far as dealing with neagative social media goes, I can think of several times while scrolling through a company's Facebook page and noticing a negative comment. This happens every now and then, and if handeled properly won't hurt the business. More often than not I notice in the commment section of the post something like, "We are sorry you are unhappy with your order and we'd like to correct that for you, please send us an email and we'll be happy to help." Just like the article described about directing the comment to a private area to be dealt with. This makes the upset person happy their problem will be fixed and anyone viewing the page will not be turned away because they see the company willing to please the consumer and the public will never know the details.
Measuring the results of social media and its engagment is key to understanding how your message is being perceived. Use A & B testing. See which one works better they play off that one and the data and feedback you receive and keep modifying the message until you get maximum engagement by the target audience.
I'm really surprised to see how many companies don't plan for negative comments. We've seen repeatedly in the news when companies misstep with their messages or ads in social media and how quickly it spreads if they don't deal with the negative publicity fast. Do they just have their heads in the sand or too busy trying to generate likes?
These are certainly high priority questions that marketing management needs try and figure out. To address one in particular with the negative comment feed back. When involving yourself in the social media universe there are two things that are noticed very quickly, one many people take pleasure in downgrading anything that is posted, and two many people take pleasure in downgrading anything that is posted. Get the drift? Now to tackle this problem you can hire a company to control your social media and drown out all the sadistic trolls. Or your embrace the fact the there are in fact intelligence with in the society and they alone can sift through the false negative comments.
People that say not to hid/delete posts an individual made do not know what they are talking about. There are People who say, "don't block somebody from posting on your page", again, don't know what they are talking about. People, including myself, take reviews very seriously that are posted online. Especially if I'm purchasing a product I know nothing about. With this in mind, firms need to take negative comments very seriously. Planning is key. If the marketers are not monitoring and planning for negative comments, their businesses brand image can, and should suffer for their stupidity.
I agree with this, it kinda goes along with the free speech stuff in the other article. Companies dont know how to handle negative social media, and it only makes it worse when they just ignore it.
I agree with this, it kinda goes along with the free speech stuff in the other article. Companies dont know how to handle negative social media, and it only makes it worse when they just ignore it.
This article is just another example of how social media is changing things for people in the marketing field. In a world where a one sentence negative comment on a companies page can cause serious damage, marketers have to be careful about how they handle things. I think as time goes on, marketers will get better at dealing with negative feedback, understanding ad options and measuring online engagement. Social media is not necessarily new, but in a way it is for companies and they will have to continue to learn how to handle it.
I think this article is pretty accurate and very interesting. It reminds me of the McDonald's bash on twitter and how the negative hash-tags and comments about the horrors of McDonald's were not shut down fast enough, or how it could have been handled differently.
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