I received an email from Bed Bath & Beyond this morning with the subject header – Like our FB page? Give it a thumbs up! I don’t know who is in charge of their social media strategy but I think they need some unsolicited advice.
1. As a national brand you should not assume everyone you are emailing inherently knows that FB is an abbreviation of the word, Facebook. Don’t alienate potential customers by assuming their world is your world.
2. You are asking me like your page so “we” can be connected” and “join the conversation” and so I “don’t miss a thing” but the reason why many consumers flock to the social presences of companies is because they offer tangible benefits such as coupons and discounts. There is no incentive to participate other then to talk… about water filters? Bedding? Not a very tantalizing offer.
The findings of a survey recently conducted by Market Force – a worldwide leader in customer intelligence solutions queryied more than 12,000 consumers in the US and UK, they wanted to see how consumers engaged with varying industries – retail, restaurant, travel, entertainment and financial businesses to be specific, via the big dogs of social media: Facebook, Twitter, LinkedIn and Google+.
The findings revealed that 78% of respondents said the posts by companies they follow on social media impact their purchases.
One can assume all of these brands who directly impacted the 12,000 respondents were offering a truckload of freebies, coupons and other various promotions in an attempt to directly influence purchase decisions. If Bed Bath and Beyond wants to run a successful social media campaign they need to give more per “like” and not just ask without anything in return.
Erika Kirsten Beck is the founder and president of Ryder Media Consultants which designs, develops and implements custom social media business strategies and campaigns that create awareness for an organization’s products or services. She specializes in social media strategy development. Follow her on twitter: @RyderMedia. Like her on Facebook: www.facebook.com/RyderMedia or http://klout.com/#/RyderMedia.