Archive for category: Facebook

Stop Making Likes a Caveat on Charity

12 Feb
February 12, 2013

Business donations to charitable causes are important, as it’s often businesses that provide the biggest amounts that can make the most impact.

Lately though, there has been an increase in the number of businesses holding donations to ransom by giving “per Like” on Facebook, often revolving around disaster relief or hardship.

This afternoon I saw another example from 1800 PhoneHome, donating 50c for every like to a memorial fund to support cancer research.

Before I start in on the next piece of the post, let me say I have no issue with donating money to worthwhile causes, especially cancer research.

What I do have an issue with is businesses making charity contingent on increasing a social metric.

By embarking on a tactic like this, it is obvious that there is already an amount earmarked for donation. No business would simply leave the amount uncapped.

A truly charitable business would just donate the money. If your goal as a business is to be seen as such, it should be done without condition.

It’s important to differentiate business goals (to be seen as a giving organisation) from a metric (how many people love us for being a giving organisation). Confusing the two, or conditioning one on the other, reflects poorly on your brand.

By only donating per Like, your charity becomes nothing but a cost per lead ad campaign for your business.

PHOTO – marc falardeau

Is Facebook Fanning Social Media Fires?

14 Aug
August 14, 2012

Target’s social media slamming today (rightly or wrongly) is just the latest in a number of social media fires that has gone viral.

While I know that there are many people who agree with the points of view expressed by people on brand Facebook pages, I know that my feed lately has been populated by my friends liking statuses posted on walls as diverse as 2UE, KFC,  Jetstar and now Target.

Up until about a month ago, I never saw this kind of activity floating through my feed, but now it seems like there is one every day. Which leads me to my question – is Facebook fanning social media fires and making it more challenging for brands?

The algorithm that Facebook uses (Edgerank) to determine what it is that you see in your feed relies on a few different things – recency, affinity and weight.

Recency and weight make sense in the context of these updates, as they amass a lot of likes and comments in a very short period of time.

Affinity?

However, when I consider affinity, it’s a different story.

What I tend to see a lot of is status likes from people who I don’t interact with a lot or at all on Facebook (sorry friends), so factoring affinity just doesn’t seem to work.

So I ask again – what has Facebook changed to surface these kind of posts in my feed and make me take notice?

Is there an end game? Are they looking to shore up promoted post revenue by making brands surface their responses and positive content to the masses?

Is it a deliberate move, unhappy coincidence or something else?

What do you think?

Social Crisis Management – Nothing is Ever “Accidentally” Deleted

23 Jul
July 23, 2012

Channel 7 is under fire today for deleting the comment from their Facebook page of a mother whose grief was exploited for ratings. Now, lack of morals aside, a different part of the story during the crisis response today was that the comments were deleted as an error.

In a similar situation a couple of weeks ago, Paspaley Pearls “inadvertently” removed comments from their page after a negative story on Four Corners.

In both cases, and many other social crisis missteps before it, the business in questions claim the deletion was accidental, or an error.

Let me shed some light on something:

Accidental deletion is not possible unless you accidentally do it multiple times through a process.

See the picture above? This is the third step in the comment deletion process on Facebook – first you have to click on the “X”, then the delete or report button and then the delete button.

So next time you face a social crisis – first of all follow the rule of Do Not Delete. If you do want to reserve the right to delete, make sure you have very clear community guidelines around what is acceptable and what isn’t.

But if you do decide to delete and you get called on it, never claim it was inadvertent. Own up to the fact that you deleted it, and refer to your public guidelines if necessary.

But don’t claim it was a mistake. Because it can’t be.