Recently I encountered Facebook fan pages for brands that left me feeling flat about their online social intent. My concern was that they did not allow their visitors (fans) to post on their wall. In other words, they presented themselves with the privilege to start the conversation; yet not allowing others the same accord. They do allow comments in their posts however. One of these is Quaker Oats.
A very good example of social intent on Facebook is Best Buy. When I had problems with service for a digital camera, I posted my complaint on their fan page. I stated my concerns clearly and received a helpful response. Best Buy monitors their fan page and responds. In the end, their response helped to satisfactorily resolve my issues (and I posted my appreciation on their fan page). Quaker does not allow for this level of interaction and therefore, their social conversation is one sides and unsatisfactory for a consumer brand.
Consumer brands can learn much from their "fans"; whether from positive or negative comments. The value of this interaction can be powerful. In the case of Best Buy, turning a negative situation into a positive experience.Coca Cola recognizes this power as well and openly shares their Online Social Media Principals.
We recognize the vital importance of participating in these online conversations and are committed to ensuring that we participate in online social media the right way.
Company's that care about their consumer audience can learn from Coca Cola and Best Buy. Are you listening Quaker?