On average, companies can expect to lose about $4.3 million in global sales because of social media mistakes. But that’s not all: research from Altimeter has shown social media crises are on the rise, year after year. Companies who don’t pay close attention to how they brand themselves online can confuse and even frustrate consumers whose complaints now have the ability to reach millions of people around the world via social media. It’s something to take seriously because a small mistake can lead to big consequences.
Recently, McDonald’s in China had an expired meat scandal that was met with a strong backlash. But to make matters worse, they were hit with a social media disaster when they published the following image on Instagram:
These comments show McDonald’s made a significant branding mistake by trying to focus on the quality of its food. The McDonald’s brand doesn’t evoke images of organic, healthy food because that’s not what the company provides. Eaters around the world know McDonald’s as a fast dining experience. Had McDonald’s focused on its speediness instead of food quality, it wouldn’t have received such an expensive backlash.
That’s not entirely the Community Manager’s fault. One of the common pitfalls of any organization is that the frontline employees may not understand the brand’s values. That means they end up publishing content that doesn’t well align with McDonald’s core values.
That is one of the biggest reasons why social media crises occur.
Here’s another screenshot of a telecommunications company—Singtel. In an effort to attract more customers, they released statistics on Facebook showing that they have the fastest fibre broadband:
The post was met with harsh comments saying the statistic couldn’t be true. The customers experienced slow speeds frequently, so they didn’t believe Singtel’s statement. Whether the statistic was true or not, their position did not match the market’s perspective, and that caused a lot of resentment.
When your brand isn’t positioned well, or if you do not have a clear persona that reflects your brand’s values, you face the potential of a social media crisis when you post online.
The brands who speak directly to consumers have a very clear brand voice, are aware of their brand values, and have managed to craft messages that reflect those values.
When you think of McDonald’s, you think of speed. Likewise, Apple is known for its design and functionality. 3M is known for its innovation. By reflecting those values in their content, they capture their ideal audience’s attention.
Prêt A Manger is a fast food chain based in United Kingdom that strongly stands by giving back to its community. It’s also a leader in environmentally friendly business practices. They have managed to reflect those values clearly throughout their chain stores. Their customers know this as soon as they step into their stores, look at their ads, and see their posts. Because of its clear brand persona, Prêt A Manger has become a successful business on social media.
Not all companies fare as well. Certain brands look as though they are not even reaching out to you. They may seem to be talking to someone else. It is as though they do not want your business. That actually may be true. While consumers choose the products they buy, companies are now choosing their customers. It may seem negative to limit their reach, but it is more important to build profitable relationships by reaching out to the ideal target market instead of trying to appeal to the masses.
Creating a brand persona means humanizing your brand so as to give your fans a more personalised experience. Important things to consider include:
1. Being First
Is your brand a pioneer? If your brand is at the forefront of your industry, use that information as a brand value to communicate with the market. When you are able to reflect that in your brand value, being the first means you can be the leader of your newly created category.
2. Polarity Positioning
Take a look at what makes your business different. Find and use that contrasting point to differentiate yourself. In the fast food empire, most companies offer unhealthy food. However, Subway stepped in with the image of healthy fast food, and it has given them a market group different from the rest.
Another successful example is Apple’s take on building beautiful products, in contrast to IBM’s unattractive exterior (to some).
3. Being the Specialist or Expert
Are you a specialist? Or perhaps you are in a unique field? That may just be the image you want to give to your consumers. Offering expert tips or insider knowledge in your social media content has been proven to generate high share volumes.
4. Bigger vs. Smaller
Is bigger or smaller better? That depends on your business. Television likes to play the big card, boasting bigger screens and better clarity. Other electronics and its accessories prefer to brag being smaller so they are more portable.
5. Faster vs. Slower
People enjoy swift services. If you are known for providing fast services or coming up with new products every other week, you can use that to your advantage to make yourself stand out from your competition.
But, being slow has its perks as well. Some believe slower product releases creates exclusivity – for example, the slow food movement. Many limited item products sell based on that structure.
6. Premium vs. Economical
One can argue that premium goods or luxury goods should sell at a higher price, and economical goods should sell at a higher volume. Depending on the style of your product or services, presenting the correct image can generate higher returns.
7. Heritage vs. Innovation
Heritage and innovation can often be judged from the manufacturing process. The bread industry is a good example. Some prefer the traditional toast found in coffee shops whereas others prefer the new age bread with innovative toppings or ingredients.
With a well-crafted brand persona, your brand can better attract its target market, engage and communicate with customers, and improve sales.
All forms of branding are important. That’s hardly a surprise. What is surprising is many companies don’t know how their brands look to customers. Some don’t seem to understand the brand personalities they have spent years developing. It’s time to take social media seriously, as it is one of the most effective ways to maintain a positive image and keep your customers loyal.
Featured Image: “Social Media Mistake” meme via Imgflip
All screenshots taken September 2014