Tag Archives: facebook

Case Study: H&M on Facebook

ImageH&M, the Swedish fashion giant, has one of the most followed brand pages on Facebook. In fact, when it comes to corporate brands, it is ranked 21. Currently, the page has 10,862,848 likes, 157,585 people talking about it and 138,752 Facebook check-ins. What is it about this brand and their social business strategy that makes them so successful on this platform?

 The posts on H&M’s Facebook page are very diverse and are also updated frequently. According to allfacebookstats.com, in the past month H&M has posted a new status 8 to 12 times per week. These statuses have made up 42.6% of the page’s content, pictures have made up 42.6% as well, videos made up 7.4%, links havemade up 4.4% and the other 2.9% falls into a miscellaneous category.

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 H&M also does a great job of interacting with their fans. Just one example that shows this is on April 30, when the page received a 6,299 likes and comments from other Facebook users according to allfacebookstats.com. I believe that the key to this is that H&M asks for their customer’s opinions on the page. For example, on May 2, one post was “Fans, our designers would like to know if you will go for slim or straight fit denim this season!” This particular post received 4,221 comments, 5,570 likes and 82 Imageshares.

 As I mentioned earlier, H&M posts numerous pictures to their Facebook page. If we can learn anything from Pinterest, another booming social media platform, it’s that people love to be able to see things as well as read about them. H&M posts pictures of items from different collections that one could find in the store. For example, the most recent pictures that were posted are from the Beach Sensation, 2012, swimwear line. They have also posted pictures form the Conscious Collection, 2012, which is a collection where the clothing is made from sustainable materials such as organic cotton and recycled polyester.

 The page also has an “Event” section, which tells users when this particular collection will be at the store nearest them. If they don’t know where they can find a store, the page also incorporated their locations into another section to make it extremely easy for the customer.

Image Along with posting albums of collections, I believe H&M also does a great job of highlighting certain items on sporadic days. On these days, they will upload one large picture of an item of clothing along with three smaller ones. Even if you cannot get a potential customer to love an entire collection, which oftentimes is centered around one particular theme; you can show them all of the other items, which H&M has.

 H&M does a great job of promoting themselves as a social business on Facebook. Through their frequent and diverse postings, there is always new content for the user to be excited bout. They also showcase their items in an effective way. With so many options it could be possible for the amount of items on the page to be overbearing. However, they do it a tasteful and informative manner. 

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Handling Negative Comments on Social Media

It’s a fact of life. Everyone will not agree on the same thing. Sadly enough, that goes for your brand as well. There will be people who love it and there will be some who either don’t care or feel the need to tell the world about how much they dislike it. It’s the latter that you need to be worried about. The people who post negative comments onto your Facebook page for millions of other users to see. One bad comment can start a chain reaction that could take your brand weeks, months or even years to overcome.

We’ve all seen it on other pages but what if it was on our brand’s page? Would you know what to do? From the numerous amounts of case studies on companies who have completely blundered up this situation, I’m going to guess the majority of us would say no.

Recently, I stumbled across an article on PRDaily.com outlining a few dos and don’ts of handling negative feedback on Facebook, even though these tips could include any social media site. Due to the incredible amount of SNAFUs on social media in spots like this, I felt the need to share this knowledge.

First of all, you should “respond no matter what.” Everyone’s opinion matters, even the opinions you don’t agree with.  Even if a consumer of your product didn’t like it, they were still a consumer once. No one wants another “Dell Hellon his or her hands. Even though this story is form 2005, it still proves just how important it is to answer no matter what!

Also remember to keep your reply simple. “According to Gini Deitrich from Spin Sucks, ‘There are four words that work really well online. They are, ‘I’m sorry’ and ‘thank you.’” It is ok to fess up that you’re a human to your online community and that once a while, a mistake might be made. Imagine how much better you feel after a fight with a friend when one apologizes and the fight is over. This is the same concept.

The third tip was to contact all individuals privately after they have made a comment bashing your brand or product. After a negative experience, they want to feel special and know that someone who is genuinely interested is hearing them. If you’re not, you should be.

The fourth tip is to not delete any content unless policies are in place regarding what can be deleted. A few instances where it is appropriate to delete is when the content of the comment is racist, sexist, includes verbal abuse, uses inappropriate language, includes pornographic content or has explicit antagonistic behavior towards other members of the community.

 The final tip is to deflect the comment towards a more positive direction. “Laurel Papworth recommends you try to move away from the negative conversation and toward a more positive one. She says, ‘Thank the commenter, ask for more information and then bury them in talking. If there is more than one negative reviewer, try the ‘Thank you, oh look, something shiny!’ approach.’”

Do you think these tips are enough? What else could you do to avoid a social media distaster?

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Something horrible happened to me a few weeks ago. It changed everything I knew. I felt dazed and confused, altogether pretty lost. My Facebook page changed to Facebook timeline! Long story short: I was not a fan. I wanted my … Continue reading

Successful marketing on Facebook

This week in my social media class, Sarah Van Elzen, the senior digital communications strategist at Laughlin Constable, spoke about the challenges and possibilities with Facebook marketing. Specifically she discussed how Medela’s Facebook page is being used.

Sarah informed us that Medela’s Facebook page is more successful than about 10 of its competitors. Some of this is due to some statistics that she has found. For instance, there are over 23 million United State’s moms on Facebook. To put that into perspective, that is about 2/3 of all moms in the U.S. Also, three posts a day on Medela’s Facebook page is the magic number for its audience.

Sarah also makes it a point to increase conversation by posting one question per day for the audience to help answer. By interacting with their audience and not simply “broadcasting” about the company, Medela is giving moms a reason to stay interested in the brand.

Few things are worse than liking a brand on Facebook only to see that they either never post or post every other minute with useless information. I cannot begin to count how many business or products I have “liked” only to be completely fed up with them later. The sad part about it is I still like the product. I just can’t stand its social media! My home page does not need to be filled with yet another post of what the Wednesday special is especially when it is the same every week.

An article titled “5 Facebook Marketing Mistakes Small Businesses Make” on Mashable.com offers a few tips that we can all learn from. The first, which Medela has managed not to do, is to broadcast. By broadcasting information you are not offering any sort of relevant content to keep them intrigued or excited about the topic, product or business at hand.

The second mistake is to not devote adequate amount of time to Facebook marketing. You cannot have a “build it and they will come” mentality when it comes to your Facebook page. Building an audience takes time and the page needs to be monitored very closely and regularly to maintain that audience.

The third mistake listed in the article is being boring or predictable with your social media. Switch up your posts! I don’t need to see something I already know or something that I read on your wall only a week ago. Create some variety. Joseph Manna, community manager at Infusionsoft also warns not to automate posts. He says, “It’s nice to ‘set and forget,’ but the risk is two-fold: publishing systems sometimes have issues, and Facebook places low-priority on auto-published content.”

The fourth piece of advice is failing to learn about Facebook’s tools and mechanisms. Now, I would generally think that this was pretty self-explanatory. A kind of “know what your getting into” kind of a thing but apparently not. The “info” tab isn’t used very often and many businesses do not take the time to create a custom “welcome page.” For monitoring, Facebook’s built-in analytics program “Facebook Insights”, is often overlooked.

Finally, the last helpful hint is to understand Facebook’s terms of use. Make sure you know the rules of running contests and tagging pictures. The article continues with “To avoid these common mistakes, invest time in learning about the Facebook platform, educate yourself on how to build and sustain an audience, and don’t forget to engage with people like you do in real life.”

By following Medela’s example and keeping these top five mistakes in mind, our own marketing plans on Facebook are sure to be a success.