What You Can Learn from This Restaurant’s Epic Facebook Meltdown
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Archive for July, 2013

What You Can Learn from This Restaurant’s Epic Facebook Meltdown

Posted on: July 5, 2013 by in Uncategorized
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Anyone watching “Kitchen Nightmares” starring Gordon Ramsey a couple weeks ago in the episode featuring Amy and Samy Bouzaglo of Amy’s Baking Company in Scottsdale, Ariz. must still be shaking their heads in amazement for the social media disaster that has ensued. It seems the owners didn’t think much of the advice proposed by the frequently outspoken Ramsey, then took to their Facebook page to start an all-out flame war with their critics, huge numbers of Reddit commenters that descended upon their page, and at last count have left some 45,000 comments. This turned into a classic lesson in how NOT to engage in social media. The always stubborn owner Amy, joined in by her husband, opened fire in an epic flaming match with all the commenters, complete with salty language in all caps, to boot. There is no doubt they’ll be dealing whith this for a while, as almost all of the comments were, how should we say, less than complimentary. This was an epic social media train wreck if there has ever been one.

What not to do on Facebook

In celebration of this event, we decided to reiterate a number of the basic rules regarding how to conduct yourself on a public social media platform.

  • Don’t shy away from complaints. Address them, but in a polite manner.
  • Be sure to NEVER get into a flaming match with anyone posting on your page. You will most certainly lose!
  • If something is incorrect or misstated, you have the right to, and should, correct it. Again, decorum is the word of the day here.
  • Keep a sense of humor if at all possible. Nothing feeds controversy like hurt feelings responded to negatively.
  • Be professional, generous, and watch controversy die on the vine.
  • Never be vulgar or confrontational. Calling people names, (deserved or otherwise) is a sure recipe for escalation.
  • Don’t share a lot of your own personal information, but do let your personality shine through!

Amy’s Baking Company is certainly not the first one to go off on  with their fans in precisely the wrong way, (see Nestle) however evidently this wasn’t their first foray into public mudslinging. They lit into a Yelp reviewer in 2010, and the negative reviews are still piling up!

Marketing: “Vanity” Metrics You Ought To Ignore

Posted on: July 2, 2013 by in Uncategorized
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The term “vanity metrics” has made its way into the marketing lexicon as of late, and for good reason. What many use to measure “results” can frequently be misleading and due to this, it’s worth looking at some of the marketing metrics you could (and probably should!) disregard.

Here are a few you can safely ignore:

  • Likes, Followers and Connections – The one with the most followers wins, right? If only it were that simple. The truth is, more followers translate to a better bottom line only if you are actively engaging them, and building a relationship which leads to conversions. Merely developing a massive number of likes or followers who don’t make the transition to customers is relatively pointless.
  • Comments – Again, with the goal being to improve conversion,  merely creating a blog post that titillates and produces a large number of comments, but generates no leads, is a waste of a blog post. Make the reason they comment have something related to leading them further down the path toward conversion, say for example topical question.
  • Impressions – Mainly an advertising metric, the number of ad impressions is also pointless for our purposes, as it does not reveal any measurable action. It tells you the number of times your ad displayed on a computer screen, not how it performs. Instead, look at click-thru rates and conversion rates.

A terrific piece about this is available at HubSpot.

Metrics you’ll want to keep an eye on:

  • Shares of your content – While this is not a concrete statistic, having your content shared in whatever form is a step in the right direction. This means that that your content making an impression (the right kind!) and is being shared around.
  • Social mentions, citations – Especially now that Google is including social signals (mentions) into the search algorithm, these can be most informative. Not only will it help with search, but in addition authority as your content continually gets shared.
  • Conversions – The endgame. You need to make sure that your social media and sharable content is actually resulting in more conversions.

Read more about this at Mashable.