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Go for the Personal Touch with Your Social Media

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Annoyed phoneHave you ever tried to communicate with a machine? Automated answering services asking you to “press one” or “say ‘yes’” seemed convenient when they were created. In reality, they’re frustrating and typically a waste of time. Whether you’ve spent 40 minutes pressing random numbers hoping to talk to a person, or simply watched Terminator one too many times — nobody wants to talk to a machine.

So why would you let an algorithm run your social media?

coke make it happySoda giant Coca Cola learned the hard way that people don’t always respond well to automated marketing. They launched a seemingly innocuous #makeithappy campaign, telling people to reply to negative Tweets with the hash tag. Once hash tagged, Coke’s algorithm would turn the negative Tweet into ASCII art and retweet it on the Coca Cola account. It seemed like an innocent campaign, until media blog Gawker decided to exploit the campaign’s automated response.

Mein cokeGawker created a Twitter account called Mein Coke and tricked the automated account into creating Twitter art for excerpts from Hitler’s Mein Kampf. Since there wasn’t a person checking the Tweets submitted to their campaign, Coke ended up blithely Tweeting Nazi propaganda while the writers and commenters at Gawker mocked them. The mistake cost Coke dearly, they pulled the campaign, which was featured during the Super Bowl, to avoid further embarrassment.

What can we learn from Coca Cola’s misfortune? In helpfulbusiness, the personal touch counts. At JP William, we believe that marketing is best left to those with a pulse. Our contextual marketing strategy makes your company a valued source of information, savings and entertainment for potential customers.

Part of an effective marketing plan is engagement. You want customers to feel heard and appreciated when they interact with your company. That is one reason it’s imperative to personalize and humanize your marketing campaigns. Customers are more likely to trust a company that seems human, so it is important to take the time to personalize your interactions with them. Answer questions, retweet funny posts from followers, and address any complaints with respect – these are all ways to build a strong brand presence online.

teamworkIf you think your marketing could use a bit more personality and less automation, let JP William help to humanize you and your brand.

 



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