Marketing Matters
MARKETING
MATTERS
Expert adv ice to improve how you promote and sell you r products or services
DAN SAGER FROM FAB-BIKER PR CONTINUES HIS SERIES ON marketing for motorcycle businesses by asking some of the big questions. fab-biker.co.uk
WEATHERING A SOCIAL MEDIA STORM
It is said that those who cannot remember the past are condemned to repeat it. In a new six-part series, Dan Sager at Fab-Biker PR investigates some famous public relations failures and asks what could have been done to avoid them
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ocial media is a volatile space. People are quick to take offence, and there’s a very vocal minority who appear to be spoiling for a fight. It is considered good manners never to discuss politics or religion in polite company, and that is also a pretty good rule for social media. Sometimes corporations, keen to show they have a caring side, ignore this advice and find themselves navigating choppy waters. In June last year, the Halifax bank sent out a tweet to its 118,000 followers with a picture of a name badge saying “Gemma (she/her/ hers)” stating that “Pronouns matter”. This triggered a backlash from many customers, complaining that banks should focus on banking, not policing how its customers speak. This might have fizzled out and become a Twitter storm in a teacup were it not for how the Halifax social media team responded to
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several comments. To one person who posted that this was “pathetic virtue signalling”, the bank replied; “We strive for inclusion, equality and, quite simply, in doing what’s right. If you disagree with our values, you’re welcome to close your account.” At which point it blew up into a national news story, with headlines like “Halifax bank tells customers to close accounts if they don’t like staff pronoun badges”. And that’s from The Independent, not the Daily Mail! This sorry mess could have been avoided so easily. Firstly, businesses should not get involved in religion or politics on social media. Your customers aren’t interested in your opinions; they are far more concerned about quality/service/value. Secondly, don’t argue with customers in public. Should you need to deal with a disgruntled customer on social media, either hide the conversation or, better still, move it
onto email, where it’s private. Finally, always try to see things from your customer’s point of view. Don’t tell them what they should do for you; instead, tell them what you’re doing for them.
NEXT MONTH Doing a Ratner. When the joke’s on you.
www.britishdealernews.co.uk
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