Facebook pages are a great way for brands to communicate with a mass audience. But, what happens when the brands fails to strike the right chord with their fans? Backlash ensues.
Such is the case with Verizon. Today Verizon posted the following on their Facebook page:
Don’t Wait Until the “Year 3000” to get Exclusive Live Tracks from the Jonas Brothers! Exclusive Live Tracks from The Jonas Brothers Live from London are Available NOW! Download SIX live tracks, including songs from “Lines, Vines and Trying Times,” performed at Wembley Arena in England exclusively on the new LG Chocola…te Touch. To download the tracks click on www.vcastlive.com/jb. Exclusive tracks include “Black Keys / A Little Bit Longer”, “Year 3000”, “Much Better”, “Paranoid”, “Poison Ivy” and “When You Look Me In The Eyes.
Seems harmless enough, except for the fact that the majority of the people on Verizon’s facebook page apparently do not want to be associated with the Jonas Brothers. Case in point view a couple of comments below:
“wow almost every comment on here is anti jobros… psst! take a hint verizon! the largest percent of your customers are not 10 to 14 year old girls. you sponsor a real band, that made it to the top with out the help of disney, you let me know. otherwise just sell me a damn phone. and no. i cannot hear you now. good.”
“I used 2 have respect 4 this company but now? ugggh what a shame….”
Not focusing on the fact that Verizon would probably like a ‘do over’ on this posting there are actions they can take moving forward that can help alleviate some of the aggravation among their Facebook fans.
First, be transparent and honest. Since Facebook is a platform for shared dialogue Verizon should acknowledge that they have read all the comments and are working to improve customer service and promotions moving forward to best fit their core audience. This will demonstrate that they are willing to face negative feedback and learn from it in order to grow their existing and future relationships with customers.
Second, exercise a voting functionality to allow the fans to pick the next exclusive music tracks to download. Remember, that Facebook is not a one way communication channel. Allow your audience to participate and have a say in special offerings.
Third, just stay clear of the Jonas Brothers moving forward.
