Recently I was browsing through my Facebook News Feed, when I saw a lame commercial advertisement for a leading insurance company.
I’ll be honest with you: I wasn’t the slightest bit interested in this commercial. In fact, it was a nuisance. After all, I don’t log into Facebook to watch commercials. This is something I tell my clients all the time. But more about this in a bit.
What I was interested in was the comments section underneath the video.
What I saw did not surprise me. It was like open season on this brand. Comment after comment, each customer was taking turns blasting the company for failing to meet their expectations. The comments were ruthless, whether or not they were true.
Even worse, the company was actually responding to these comments with what seemed like canned, automated replies. They were performing damage control. It was painful to watch.
I shook my head and wondered, why even bother to post a video like this in the first place? In doing so, the brand essentially put a giant target on its back and invited customers to take shots at it.
This example should serve as a stark reminder to every company: Be careful when posting content on social media. Don’t trust that everything you post is going to be well-received by your audience. And if you are going to post content, remember the golden rule:
It MUST be valuable. Otherwise, you’re asking for it.
What do I mean by this? Instead of posting a commercial, this company’s marketing department could have posted rates for my area to help me make an informed purchasing decision. It could have given me tips for lowering my insurance rates, or even frequently asked questions from other customers.
Instead, the company tried to make me laugh. But I’m not laughing with them…I’m laughing at them for this thoughtless social media blunder. Something like this could easily go viral and become a permanent black eye for the company.
I don’t to see you make this mistake. Contact the Content Boost team, and we’ll give you some pointers that you can use to improve your social media strategy. We’ll also give you impactful articles that you can use to reach your readers in meaningful ways.