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Chapstick’s Facebook Blunder

26 Oct

This ad calls for the phrase, “Oh Snap!” Now, when looking at this ad some may giggle while others may cringe at the creative. However, we all have experienced losing our beloved Chapstick and aggressively pursuing every piece of furniture in the house. However, there has been a huge blunder with Chapstick and Facebook that is creating a stir. I recently came upon this in AdFreak and found the story quite interesting.

Chapstick is dealing with negative comments from fans about this ad, but, the thing is, they really aren’t handling the criticism very well. Although the line at the bottom of the ad states, “Be heard at,” people are not being heard, they are being deleted. Negative comments about the ad are mysteriously disappearing. Now, the ad itself is not so bad, but the fact that Chapstick is reacting in such a juvenile way makes one think. The comments keep zinging in, not so much about the above image but about why they aren’t “being heard.” Social media is a funny thing, you ask for comments, you get comments. Chapstick is the one looking pretty silly right now in trying to silence their fans. But in my opinion, this war is far from over. When brands start to deny and reject feedback, that is when they start losing customers and loyal customers at that. Maybe as comments keep disappearing, so will their business. The power of social media is at hand.


How to Better Your Blog With Humor

20 Oct

I ran across an article from SmartBlog that discussed adding humor to your blog in order to boost readership and audience interaction with your site. I found it very interesting and never truly thought about the intricacies of humor and how to use it effectively. This is a hot topic, especially for company blogs or social media posts. Companies want to set themselves apart from the rest of the crowd and humor is a way to, well in my opinion, add some spunk to their content. However, there is a thin line between funny and offensive, so there must be some things that are greatly considered when trying to incorporate humorous content. As outlined with the article, the key components include…

1. Tell your own jokes— no one wants to hear the same jokes over and over. Not only will readers find you unoriginal, after a while of this…they may just find you boring and predictable.

2. The Element of Surprise— When people hear a joke, they often times try to imagine the outcome. You say one thing and they think another. However, when given something that they were not expecting, a laugh will follow. The example listed in the article was Henny Youngman’s, “take my wife, please.” Now the audience is expecting something to follow as when they are hearing this they are thinking “take my wife, for example.” Little did they know that this was the joke, pleading them to take his wife. He got a laugh. Why? Because this surprised them. They expected one thing, but were given something else.

3. Don’t Give it Away— Don’t explain a joke, it loses its luster. If you make the connection for the reader there is no surprise, and therefore any chance of it being humorous is lost. By letting the audience make the connection themselves, they will have their own “A-HA” moment.

4. Make Fun of People in Power— People always laugh when you make fun of people in power. Now, this doesn’t mean to bash them every chance you get. The article indicates like one “zinger” a year. Not only is this surprising, but viewers find this daring as well, adding to the humor. However, do not make jokes about people who are below you (whether in business or personal) because you will most likely be perceived as a bully.

5. The Obvious– Whatever you do, and this may be a “duh” moment, don’t make fun of gender, race, ethnicity, religious views, sexual orientation or anything of this nature. It is just in bad taste and many will be offended.

Have fun with it though. Remember these criterion and your blog and posts should elicit a greater readership and viewer interaction. I am going to try to incorporate some of these aspects in to my blog as well. Hope you do the same.

What did the chicken say when he crossed……just kidding.

Facebook’s New Page Insights

13 Oct

There is a new feature on Facebook that is helping marketers know how people are interacting with their brand or company. This feature is known as ‘Page Insights.’ It has been increasingly difficult for marketers to figure out how to tap into their consumers using social media, as it is relatively new, but there just might be a way now. With Page Insights, companies are able to view in tables and charts how their audience interacts with them in terms of growth, consumption, demographics, and created content. This allows marketers to better adapt their pages to meet the needs and wants of its fans and create more brand awareness through word-of-mouth approaches as fans will share information with their friends.

In his article, David Karnstedt shares that the friends of fans represent a larger consumer base than just the fans of the brand. Thus, in reaching their fans, companies must think about the friends as well. Visibility of a brand is most prevalent when in the News Feed. According to Mr. Karnstedt’s article, people are 40 to 150 times more likely to consume branded content through their News Feed than just visiting the companies page. These posts  and conversations will not only reach the fans but the friends of the fans as well, creating a much larger opportunity to increase the brand’s consumer base. Page Insights helps guide marketers in how to reach these people and who to target their content towards. An example of a page insight of a company is seen below. Why do you think this information would be useful to marketers and how could they use it effectively?

How Should Global Companies Use Facebook?

12 Oct

According to Advertising Age, there is a dispute about whether global companies should have only one global Facebook page or multiple pages geared toward local content. Well, if you think about it, the main question that is meant to be answered in accordance to this dispute is, “How can my company reach the most people?” Well duh. But how should a global company go about this using Facebook. According to Ad Age, “local Facebook pages drive 36% higher engagement than does a single global page.” Why does this happen? Well, the most obvious response to me is that people are more willing to look at and interact with pages that pertain to them. Also, by having locally geared content, brand awareness and goodwill will spread faster than if simply centered on a global page. The simple truth is that people tend to focus more on what relates to their own lives. With a narrow focus on the local atmosphere, companies are able to play off the fact that people want to know and are excited about what the brand is doing for them and their lives. So, back to the question at hand. Should global companies stink with one global page or branch off to local pages. Well, I tend to agree with Michael Scissons who was the author of the Ad Age article. He thinks companies should take a “Glocal” stance in which they have one global page that has tags that allows a consumer to find their local page. Not only is the consumer getting the information and brand presence on the global setting, but on a more personal level as well. If companies stick to this ideology, I think that Facebook will have a powerful hand in establishing brand presence.

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