Should Facebook be more honest?

There is a great mantra that good direct marketers live by, “make the important measurable NOT the measurable important.”

Yet the web has given us lots of useless numbers that can often give us a false sense of marketing success.

Tesco’s  may well brag about the number of Facebook ‘LIKES’ it has (334,692) but here’s the truth…

Many consumers are using Tesco’s Facebook site to criticise Tesco’s (according to an article in the Grocer 1/3rd of active users)? Be honest, how many of us have ‘liked’ a page just to post a complaint and make a critical comment? Most of us I suspect. Facebook has become the ultimate complaints department.

Remember the age old avoidance tactic of many brands when you call up to complain that there’s a amputated thumb in your meat pie, “I’m sorry you feel that way sir, if you’d like to write in we’ll investigate your complaint.”

“Sorry you feel that way!?”, “there’s a finger in my pie!” I exclaim, and it’s pointing at me! That’s not a feeling but a fact.”

But now we can air our views to thousands of other Facebook members, assuming they are actually reading the comments.

So how about Facebook adding a few more buttons like

HATE,

I’M HERE TO COMPLAIN,

I’M ONLY TAKING ADVANTAGE OF OFFERS,

I’VE BEEN CONNED INTO LIKING THIS PAGE AND HAVE NO INTENTION OF EVER COMING BACK.

And, I”M SAD AND LONELY AND FIND LIKING BRAND FACEBOOK SITES MAKES ME FEEL WANTED.

My most recent visit to a Facebook site was to Staples. Now according to Staples I’m a LIKE but in fact I am now a DISLIKE and  a very ex-customer!

Here’s the post.

“Ordered 15 packs of 90 gsm A4 paper.
But they delivered it to the wrong address.
Leaving me in a big hole! So had to buy paper from Amazon (who delivered on time).
When I called this is what I got…
Correct response, “Sorry sir (valid customer) we’ll try and find out where it went but will dispatch a new order immediately so you have it there tomorrow. Sorry for that”.
Actual response… it’s not our fault but the dispatch company, I can give you their number.. SO WRONG!
I called back next day – threatened to terminated annual business – worth thousands (and blog my complaint on Brand Republic which has over 600,000 readers) – disinterest.
No call back. No response. No action.
When it comes to customer service Staples sucks!!”

Does Facebook LIKES mean anything at all? With consumers using Facebook to complain, maybe it’s time Facebook introduced a DISLIKE button.

  • Chris Arnold

    Guess what? Posting my comments on Staples Facebook site got results – contact at last!

  • Dan Matthews

    There are plenty of ways to access digital content. Tablets are just the latest. The key is ensuring your client is anticipating usage amongst their target groups and creating useful content which can be accessed from the right device

Latest jobs Jobs web feed