Yes, You Read That Headline Right. Bad Social Media Campaigns Can Target Dead People!
Liberty Mutual is one of my favorite social media campaigns! I say that sarcastically. Learning from other people’s mistakes though can be invaluable and Liberty Mutual makes quite a few of them. In the spirit of full disclosure this is a company I once worked for and have known for quite some time that the company has been in decline. The company regularly posts losses of 100’s of millions almost every quarter. It’s not because of their social media efforts but because of their service that they are losing money. Social Media just puts a huge spotlight on the issue.
One of my biggest pet peeves in social media use is that a business might not be ready to use social media or maybe they should limit their social media usage. In the case of Liberty Mutual, their Facebook page is used by customers as an online forum to lodge complaints. Meanwhile the company uses its Facebook page and sponsored posts to target new business. This combination usually backfires.
So What Happens When Liberty Mutual Attempts To Target New Customers Online?
Many times I will get a sponsored post in my Facebook timeline from Liberty Mutual. Most of the time these posts are ads that state I can save money on my car insurance. When you follow the post back to the Liberty Mutual Facebook page to get more info, potential new customers are now faced with hundreds upon hundreds of negative comments going back months. In my opinion that’s not the greatest way to find new business.
If you are going to use your Facebook page to target new business hopefully your business has a great-looking Facebook page that has lots and lots of compliments and good reviews. If you’re dragging potential new business back to a Facebook page that has lots of negative reviews and complaints your just shooting yourself in the foot.
But This Latest Disaster I Had To Take a Screenshot…
I can see how this can be offensive… I really can. I’m not a fan of this type of marketing. There are plenty of pages on Facebook that I have liked just to monitor what they are doing. Applebee’s is a perfect example. I liked the Applebee’s Facebook page because I was monitoring their latest social media fiasco. It does not imply that I am a fan of their brand.
So… future social media marketers, be careful. I still think the organic approach to growing your Facebook page is the best way to go. In this case it also happens to be the least offensive.