Gone are the days when a business was immune to the opinion of its customers. Today’s shoppers are information seekers with as many as 96% of respondents in a study saying that they look out for product information before they go out and shop. The Deloitte Omni Channel strategy report shared some more insights on how social media plays a big role in shopping. 52% of shoppers use social media before buying, 39% during the buying process and 15% after shopping, said the report.
And yet, we see some of the biggest names of the industry floundering at how they advertise on social media. Unlike traditional marketing done through newspaper adverts, pamphlets, billboards, newsletters and even television advertisements, Facebook ads work differently. These ads open up a two-way communication channel where the customers, other competitors (small or big) can comment and interact with the brand in real time.
Whereas in traditional advertisements, the main focus is on creatively putting out the USP, Facebook ads require brands to walk that extra mile to convince the customers. It is not uncommon to find many customers asking brands for more information on these posts, but since they are not monitored and considered as a one-time investment, the queries largely remain unanswered.
Here’s how the big brands are missing on leveraging the chance to get conversions-
And here on Urban Clap’s Facebook ad of a fitness trainer, people are promoting their own services! Though the spend comes from Urban Clap’s pockets, these small timers are riding high on it’s reach!
While there are those who promote themselves on paid adverts of name brands, there are also other scenarios, where customers take to bashing the brand on these posts. Since these paid posts have high reach, the brand inadvertently promotes its own lack of customer care. One such example is how it happened with LimeRoad-
So what can the brands do? Well for one, REPLY! Since comments on paid adverts are not notified to the ‘page’ directly, it can become difficult to monitor. However if you have Facebook’s Page Manager- App, it notifies the owner of the page when somebody comments on the paid links. Another way to track these comments could be through e-mail. Facebook sends e-mail notifications when somebody comments.
Whatever way you choose, the important thing is to Reply or hide spam comments. It can make a huge difference for a brand’s online reputation.
Update: After this article was written, Urban Clap seems to have taken a note and have started responding to queries on their adverts. Here’s a screenshot of the same-