Since I started my new role, I have spent time looking at how companies are utilising the digital space it has thrown up as many questions as answers.
A recurring theme for me has been the amount of interaction a brand has on its own Facebook Page. I have my own views on it as I like to champion interaction and personalisation but this does not necessarily mean I am right (it’s not a black + white topic).
With so many sports brands on Facebook, ranging from professional sports teams, leisure brands, leisure centres and sports shops. It is sometimes more of a case of test and measure to see what works and how receptive your audience is to different techniques.
Your business goals will also have a large bearing on your approach. If you have a lot of ‘likes’ then maybe a mix of product information, marketing messages and customer care is the answer. For an amateur football team then giving updates on training, results of matches, photos, etc will be more apt as it is a team communication tool.
There is also the question of moderation… and this appears to be a touchy subject. When should the brand step in and delete comments or give warnings?
For the most part it appears that they are happy allow almost any kind of comment. This will usually be a mix of queries, messages stating their love for the brand/team/player mixed in with unrelated spam links, abuse and general unsavoury comments. Would you want to regularly visit a page like this?
As I said before, there is no industry guideline or right/wrong answer but I think there is room for a degree of moderation and interaction that will enhance the experience without becoming overbearing or protective (you have to allow criticism if it is warranted, it can be used as an example of customer care if dealt with).
Here’s a very indepth article on the do’s and don’ts of social media moderation that is a good read if you want to get another view on the subject.
What are your thoughts on involvement and do you have any great examples you can share?