Being a Digital Marketing professional, it comes quite naturally to me to talk about how companies should conduct themselves on social networks. But today, I’m going to hold myself up for a couple of minutes and talk about Social Media from the perspective of a social network user. It will be more on the lines of a customer’s message to companies that are gung-ho on making a mark on two of the key social networking applications, Facebook and Twitter.
A customer writes to the Digital Marketing team of <Replace this space with the name of any organization>.
I’m really happy to say that I’m a satisfied customer of your product and I was right in the air when I learnt that a brand I like and love is also present on Facebook and Twitter. It once again asserted my belief in you guys being so open to embracing new channels of communication to reach out to consumers. Thanks for that. Special thanks for your amazing Facebook page.
Wait. Don’t misunderstand me. Those were just warm and pleasant initial exchanges you are expected to have with anyone. Now let me get to the point. Your Facebook page has irked me to the maximum and by the time you will be reading this, I would have already unliked your page ( I wish there was a “Hate” button too). Why? Oh God! Don’t be so innocent. You know it very well. Who the hell told you that I have liked your page just to know what your company is doing, new product launches, awards and accolades you have received (let me not get in to the credentials of the same), events you have been organising, how well your company is doing, etc. etc. Listen it man. I’m not at all interested in that crap. Please understand that the primary reason I associated with your Facebook page was to interact with you guys, with the brand I like. Don’t confuse me and try to initiate interaction by telling me how well you guys are doing (read: why I should put in more money in your greedy mouths) or very tactically cross-selling your new product to me. Neither your other customers, nor me are so dumb that we can’t understand that. Note that there’s nothing wrong in cross-selling – trust me, I will buy it if I want it. But what’s wrong is the way you have managed your Facebook page since the unfortunate day when it was launched. Facebook or for that matter, any other social networking platform is not just about we listening to what you wanna say. Sorry boss! I already have your creepy website to suffice that need of yours and mine. It’s about we having an interaction. And beware. Don’t even confuse interaction with posting updates of your new product and how it addresses my need of which even I was not aware of until that time, gift-wrapping all the wall updates tactically to get in more and more share of my wallet and many other sh** things you have been doing since so long.
So, let me repeat it once again for you – I LIKE YOUR BRAND. I LIKE YOUR COMPANY AND I LIKED IT ON FACEBOOK TO SHOW MY APPRECIATION FOR IT AND THEN HAVE INTERESTING CONVERSATIONS WITH YOU GUYS. You guys call it “engagement”. Right? BTW, where the hell is that engagement in what you have been doing till now on your Facebook page. I hope this letter will put in some sense in your Digital Strategy team and they will genuinely push you guys to start having conversations with many other irked customers of yours. Let us speak too and not just give us narrow path on what and how should we speak.
P.S. That thing about me “Unliking” your Facebook page was not completely true. I’m yet to unlike it and love your brand so much that my conscience says I should give you guys ONE LAST CHANCE to mend your ways!
P.P.S. – Now don’t send me that creepy letter mentioning “We apologise for the inconvenience…” and similar other crap you would have ripped off from a customer communications bible. Let your sorry reflect on the Facebook page itself.
Your happy yet irked customer
Thanks Ananya for reading the first draft of this post and giving your valuable feedback.