Using Social Media to Gain Attention to a Problem with a Corporation

In the November 2010 Reader's Digest, they ran a story titled "Buyers' Revenge." It told the stories of a few people who had used Social Media and the Internet to get the attention of the higher-up-on-the-ladder-execs-at-companies-who-appear-to-not-give-a-hoot-about-their-customers. From Volvo to 1-800-FLOWERS, consumers found a way to get their voices heard by the people in a position to make a difference.

I have never gone to such extreme measures but I would if a situation would merit it. I have complained on Facebook on a couple of occasions to companies and it is all in how they responded that got my attention. And loyalty.


The first time was to a national budget hotel chain. I had made reservations online at one rate but when I checked in, the new owners refused to honor the rate. No matter how much I talked to the owner, he refused. I paid the higher rate but, upon my arrival back home, I looked up their corporate website to make a complaint. I completed the online form and the response was that I should hear something back within 14-21 days. Say what? You have a disgruntled customer and they may have to wait three weeks to get any type of response from you? I went to Facebook and put my compliant on their wall. It took about 15 minutes before someone from the company posted a phone number for me to call. I did. They refunded me the difference in a timely manner. In fact, the refund arrived before they responded to my first complaint.

The next time was a locally-owned restaurant where service and food quality was an issue. I posted on their Facebook page how disappointed I was as I was hoping for better. It took a week for someone to respond to the Facebook post and their response was for me to enter my mailing address so that they could send me coupons for a free dinner. Say what? I'm going to post my mailing address on Facebook? I provided them my email address (mine is all over the Internet anyway so I wasn't worried about that) and asked them to contact me via email for the mailing address. I'm still waiting. That was in October. I haven't been back to the restaurant and may never go back.

If your company is going to go to the trouble to set up a Facebook page, Twitter account or website, you need someone to monitor it on a frequent basis. Don't let disgruntled buyers have their revenge at your expense.

2010 - Year in Review

It was not easy being a start-up in 2010. The economy was in the tank and my "vision" for the company wasn't (and still isn't) understood by the masses. However, as the word gets out and more of NetConnect Group's work is seen, the better things have become.

January 2010
I attended a reception in the later part of the month and sat down with Sharon Hill from the Nashville Municipal Auditorium. They were thinking of  hiring an intern to set up their social media accounts. I gave Sharon some key points to ask while they were interviewing interns but it seems she didn't need them as I got a call the next day to come by and talk to them! They were my very first client and I thank them for that.

March 2010
A mutual friend told me that I needed to call Carol Hodge at Visual Elements. Carol had commented to our friend that social media was "kicking her butt" and she didn't have the time to devote to it properly. We met for breakfast and discussed Visual Elements, as well as the Music Valley Event Center. By early spring, NetConnect Group was taking on the daily tasks of maintaining a social media presence for both companies. Thanks for your confidence in us!


June 2010
I have Carol Hodge to thank for introducing me to Monica Holmes at The Clean Plate Club. Monica was looking for a new way to promote her catering company and wanted to give social media a try. We started working with her to promote her company via Facebook and an electronic newsletter. While our time together was short due to a change in marketing philosophy, I loved working the Monica and getting to know her quirky sense of humor. She is very much a free spirit.

September 2010
NetConnect Group's September electronic newsletter was distributed a few days after Labor Day and a call from Sue Chasteen, Executive Director of the Tennessee Academy of Ophthalmology, soon followed. She was having some trouble setting up a Facebook page for her organization. After asking her questions about why she thought Facebook was the way to go, we decided that LinkedIn might be a better option for what her association would like to accomplish. I look forward to continuing to consult with Sue in 2011.

October 2010
Julie Hurst from Liberty Party Rental called and said, "I give up!" She had been attempting to keep up with their company's social media but it was just too much with her busy schedule at work and at home. Julie and I met and came up with a plan of attack and attack it we did! Updates to their Facebook page have been posted almost daily since that meeting and their first electronic newsletter, The Liberty LowDow, was distributed the first week of January. I produced a video today to be posted soon. I am really enjoying working with Julie and the team at Liberty Party. It's never a dull moment!

December 2010
In support of the Meeting Professionals International Tennessee Chapter's fundraising auction, I had donated a consultation to the highest bidder. Just before Christmas I had a telephone consultation with the gang at Stardome Comedy Club in Birmingham, Alabama. The majority of our time together was spent discussing Google Adwords but we also talked about Facebook (they are having tremendous success with FB ads) and electronic newsletters.

I met with what will be our first 2011 client just before Christmas as well and yesterday was when I received the call that they want to hire NetConnect Group. More information on this one coming soon but they saw the first issue of The Liberty LowDown and called Julie Hurst to see if she would be interested in producing their e-newsletter. Julie referred them to me and the rest is history! I cannot wait to get start with this one.

What We are Doing in 2011
We will continue doing what we have been doing but will add more services as the year progresses. We announced in December our offer of a free social media program to associations and non-profits (within a 50 mile radius of Nashville). We will hold one of our highly popular "ask anything" social media workshops in the first quarter of 2011. Lots more to come.

Thanks for your loyalty and support. I hope to do you proud!

Facebook PPC (Pay per Click) Campaign Results

Not long ago, I decided to run a PPC campaign for one of my clients. I admit that we did not want to have a lot of money invested in this and had no idea how much it might end up costing so we were EXTREMELY conservative when designing the campaign.

Our demographics were narrowly focused into people within that profession who were age 25 or older and lived in the State of Tennessee. The conference this client is planning is for educators so it was felt that a someone qualified to attend would be at least 25 years old and tradition has shown that 95% of the attendees come from within the state.

The campaign has ended and here are the results.

• There were 5,447 impressions which means that the ad appeared on a Facebook page 5,447 times.
• There were 3 people who clicked the ad for a CTR (click thru rate) of .055%. Each of these 3 individuals did "join" as fans of the page.
• We had bid 50 cents per click (CPC) but the rate we actually paid was 38 cents per click. We might have achieved better results if we had bid higher as Facebook recommends around $1 per click.
• There was a $10 daily limit; however, we only spent $1.14 for the entire campaign.
• If only one person who clicked actually decides to pay and attend the conference, $1.14 is a pretty good return on investment.

What are your Facebook PPC campaign results? Inquiring minds want to know!

A Facebook Page that "Gets It"

Facebook pages are supposed to be social. After all, it is called social networking. Many businesses get caught up in promotion but don't have any personality. You just don't get the feeling that you can pick up the phone and call the person who is doing their Facebook postings.

I recently joined the Alabama Gulf Coast Facebook page as I am thinking of vacationing in the Gulf Shores area later this year. This page totally ROCKS! They update continually from 7:00 a.m. until 10:00 p.m. each and every day -- weekends included. Considering their target audience, weekends are an essential part of their marketing strategy.

One of their strategies that I absolutely love is to take questions posted to their wall and turn them into a question for the masses. An example would be that someone wrote on the wall asking if a local restaurant/bar that will be broadcasting the Alabama football game on Saturday. They will then post that as a question for their fans to answer. It's all about engaging your audience.

There is a video posted every day that gives you a beach update. How can you not want to visit when you hear the waves crashing in the background and see the beautiful white sand?

A lot of companies that use social media want to control what is posted on their pages. The Alabama Gulf Coast encourages visitors (and wannabe visitors) to post their beach photos.

Do you have a favorite Facebook page to share?

What's Coming Up

Life comes at you fast and it really picks up after Labor Day! Do you feel like you woke up and suddenly realized the year is more than half over?

Next Thursday, I will be exhibiting at the Tennessee Society of Association Executives Trade Show in Nashville, Tennessee. My co-exhibitors are Music Valley Event Center and Visual Elements. I am excited to get out and talk social media to everyone over this two-day event.


I also have a couple of webinars on my schedule next week. There are a lot of free webinar opportunities out there on social media and marketing, as well as communications in general. If you would like to know who I'm listening to, give me a shout.

What's on your schedule?

Do You Have a Social Media Policy?

A current headline in The Tennessean:
Teacher's Facebook comments about student's suspension cause stir
Click HERE to read the entire article.

Start by setting standards. Here is a sample of Intel's opening statement for their policy:

These are the official guidelines for social media at Intel. If you're an Intel employee or contractor creating or contributing to blogs, wikis, social networks, virtual worlds, or any other kind of social media both on and off intel.com—these guidelines are for you. We expect all who participate in social media on behalf of Intel to be trained, to understand and to follow these guidelines. Failure to do so could put your future participation at risk. These guidelines will continually evolve as new technologies and social networking tools emerge—so check back once in awhile to make sure you're up to date.

Then educate your employees on social media etiquette. Here are only a few examples:

• It's okay to disagree but keep it respectful, appropriate and polite.
• Ask yourself if you are adding value to the conversation.
• Review your comments before pressing the "send" button. If you are the slightest bit uncomfortable, please take the hint and delete without sending.
• Even if your social media activities take place outside work, what you say can have an influence on your ability to conduct your job responsibilities.

Add in some policy, such as:

• What you write is your responsibility.
• Stick to your area of expertise.
• Be transparent.

If your company employs contract employees, develop a social media policy for them as well.

As with all policy, you must make your employees aware of it and ensure that they understand the policy, why it has been established and the consequences of not following it.

Does your company have a social media policy?

How to Remove a Facebook Page When a Loved One Passes

I have an old friend from high school who passed away in April. His wife has left his account active but she posts to it some days when she misses him. I don't know if she has his login information.

This question came up again this week when I was in a social media discussion group as one of the attendee's brother-in-law had passed away a few months ago and people were still receiving friend suggestions. She said it was very upsetting to her sister and her mother.

Link to Facebook policy

There is a form for family members to complete.

Have you experienced this on Facebook or other social media platforms?

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