It’s no secret that more products and services are embracing social media as a way to creatively interact with their consumer base. What might come as a surprise to marketers who are used to the one-way “conversation” of traditional forms of outreach is that–if they choose to use these new forums effectively–they are also opening themselves up to hearing points of view they might prefer to ignore.
Platforms like Facebook and Twitter are an extremely effective way to not only capture a fan base, but also to start a dialogue between your fans and the product associated with your fan page. For example, Rock of Ages (full disclosure: Art Meets Commerce runs the fan page) posts new status updates like YouTube videos of old 80s commercials, and other similar articles to keep fans entertained and informed. Posting song lyrics, fun facts, etc. creates an instant conversation. That interaction not only occurs between fans and the show, but between fans themselves: some ask questions, others answer. The goal is to create a sense of community with the show and let people voice their thoughts and views. In addition to a lot of fun–and positive–comments about the show, people also talk about things they didn’t like (an understudy played in the performance they saw, for instance). Although we have the opportunity to delete posts at will, we don’t. The point is to facilitate conversation, not control it.
I bring this up because I am a fan of a lot of pages, many of them theater related. One, The Tony Awards, posts videos, links, articles, anything and everything relating to the awards and theatre. It really is a great resource. I noticed something recently, though, that gave me pause.
The Tony Awards page posted an update announcing that the touring companies of Jersey Boys, Legally Blonde and Mamma Mia would be performing on this year’s show (along with the currently nominated musicals). Several people commented negatively, asking why Jersey Boys would be performing once again at the Tony Awards or saying that Mamma Mia is “stupid.” All negative comments were deleted. In my opinion, unless a commenter makes a threat, engages in hate speech or posts spam, the post should be allowed to stand. To use social media well, you must be authentic, open and transparent. Deleting negative (but not harmful) posts sends a message to users that they are partipating in a “canned” discussion, i.e. an extended advertisement, which not everyone wants to do. This kind of Pollyana editing will, in my view, ultimately diminish the brand and will cause users to turn away.