Does your company measure the success of your Facebook page by the total number of “likes”?
When it comes to Facebook, marketers often think that hitting tens of thousands of likes is the only metric for measuring the success of a Facebook page, but how much interaction have you actually made with that viewer simply clicking Like?
The “like” button is definitely comparable to traditional mass media metrics. Magazines and papers sell advertising rates based on their circulation volume and TV companies still sell a 30 second ad spot related to viewing figures.
So if you believe the ROI from social media, particularly Facebook, is your fans due to them liking your Facebook page then you are sorely mistaken. Except the fact that a “like” is not true engagement and interaction.
While there’s nothing wrong with measuring the number of Facebook likes, social media is about more than just getting mass market attention; it should be used to build real interaction and engagement. Marketers need to stop focusing on volume and “likes” and should start looking at the quality or influence levels of the people they are interacting with.
The beauty of Facebook allows you to measure the level of interaction each of your post receives through the number of impressions and the percentage of fans that interact with that particular post. This then allows you to distinguish which post work amongst your fans.
You can also measure your interaction through the number of comments posted. Of which I urge you to reply immediately allowing you to build a relationship with your more active fans.
Another excellent feature embedded in Facebook within “View Insights” is the ability to measure what age and gender your fans are allowing you to target your fans more directly. There is nothing worse than sending the wrong message to the wrong audience.
Influence comes from connecting to those individuals who make up your target audience and over time, developing and nurturing that relationship. Marketers should worry less about how many people they are connected to and should start thinking more about who they are connected to and how their brand can positively add value to that individual’s life.
Take a look at the National Skills Academy for Hospitality’s Facebook page HERE where interaction is the key. This page was designed in the effort to create focus on the essentials of World Class Customer Service - SMILING! We are cheering up the nation, so help us make Britain a more hospitable place to visit. Post a smile today and who knows what prizes you could win.
Wednesday, 18 May 2011
Tuesday, 8 March 2011
We get the service we deserve
As a regular train user, I’ve been following the case of Tom Wrigglesworth for some time now with more than a casual interest.
For those of you who are not familiar with the name Tom Wrigglesworth, this is an interesting little tale that first goes back to 2008, when Tom, an up and coming Yorkshire comedian, got on a Virgin train from Manchester to London Euston and sat opposite an elderly grandmother called Lena.
As the ticket inspector came round, he noticed that Lenas’ ticket was on off-peak ticket and that she had boarded the train half an hour early and as she was now on a peak time train, she would have to pay the full fare, which was over ten times the amount she had already paid.
The gallant Mr. Wrigglesworth, who just happened to be sat opposite and watching this mini drama unfold, decided that he was going to act.
He was unhappy that this elderly lady was being charged ten fold, when she had already been informed by Virgin staff at Manchester just to get on the train as “it would be alright”, so he decided to get a brown buffet bag and go up and down the carriage and have a whip round from all the passengers in the carriage, who gave willingly (indeed one dropped in £30) and in no time the money was collected in full.
So job done you would think? – Lena can stay on the train, Virgin have been paid in full and all the passengers on the train have a rosy glow that they’ve all contributed and done their good deed for the day – well apparently not !! The ticket inspector took offence and rang ahead to Euston and two burly British Transport policemen were waiting for Tom on the platform to arrest him for begging !!
Fortunately, other passengers rallied round and explained what had really happened and happily the BT Police were dissuaded from taking any further action.
Tom, rightly feeling very hard done by, decided to take this further, lobbied hard and after incorporating it into his act, tour and a stint at the Edinburgh Festival with “An Open Return Letter to Richard Branson”, Virgin moved to change their policy and now anyone travelling with Virgin on an off peak train who hasn’t got a ticket, will only pay an off peak price. The other rail companies have not followed suit and he is still lobbying and aims to deliver a petition this summer to try to get them to change their policy as well.
So what’s the moral of the story? – well for me it means that if we want the kind of service that we want, then we have to demand it – we don’t sit back and just accept what we’re given.
Often been said that the curse of the British is not having the spine to say what they mean, when they are on the end of poor service, it’s the “we just won’t come back again” syndrome, “we’ll turn a blind eye”, “lets not make a fuss” – Poor meal, badly served, overpriced rubbish and the waiter approaches “everything alright Sir?”
“Yes lovely thanks!!” it is apathetic and pathetic and we end up with the service we deserve.
Good employers and good businesses want their customers’ feedback, it is hard currency to them, it is alchemy, it is so valuable, so don’t let them down – do right by them and do right by the rest of us as well and hey, when you see great service, smiles and warmth, don’t forget to yell about that too !!
For more great blogs from Lindsay Campbell, Operations Director from The National SKills Academy Hospitality please click HERE
For those of you who are not familiar with the name Tom Wrigglesworth, this is an interesting little tale that first goes back to 2008, when Tom, an up and coming Yorkshire comedian, got on a Virgin train from Manchester to London Euston and sat opposite an elderly grandmother called Lena.
As the ticket inspector came round, he noticed that Lenas’ ticket was on off-peak ticket and that she had boarded the train half an hour early and as she was now on a peak time train, she would have to pay the full fare, which was over ten times the amount she had already paid.
The gallant Mr. Wrigglesworth, who just happened to be sat opposite and watching this mini drama unfold, decided that he was going to act.
He was unhappy that this elderly lady was being charged ten fold, when she had already been informed by Virgin staff at Manchester just to get on the train as “it would be alright”, so he decided to get a brown buffet bag and go up and down the carriage and have a whip round from all the passengers in the carriage, who gave willingly (indeed one dropped in £30) and in no time the money was collected in full.
So job done you would think? – Lena can stay on the train, Virgin have been paid in full and all the passengers on the train have a rosy glow that they’ve all contributed and done their good deed for the day – well apparently not !! The ticket inspector took offence and rang ahead to Euston and two burly British Transport policemen were waiting for Tom on the platform to arrest him for begging !!
Fortunately, other passengers rallied round and explained what had really happened and happily the BT Police were dissuaded from taking any further action.
Tom, rightly feeling very hard done by, decided to take this further, lobbied hard and after incorporating it into his act, tour and a stint at the Edinburgh Festival with “An Open Return Letter to Richard Branson”, Virgin moved to change their policy and now anyone travelling with Virgin on an off peak train who hasn’t got a ticket, will only pay an off peak price. The other rail companies have not followed suit and he is still lobbying and aims to deliver a petition this summer to try to get them to change their policy as well.
So what’s the moral of the story? – well for me it means that if we want the kind of service that we want, then we have to demand it – we don’t sit back and just accept what we’re given.
Often been said that the curse of the British is not having the spine to say what they mean, when they are on the end of poor service, it’s the “we just won’t come back again” syndrome, “we’ll turn a blind eye”, “lets not make a fuss” – Poor meal, badly served, overpriced rubbish and the waiter approaches “everything alright Sir?”
“Yes lovely thanks!!” it is apathetic and pathetic and we end up with the service we deserve.
Good employers and good businesses want their customers’ feedback, it is hard currency to them, it is alchemy, it is so valuable, so don’t let them down – do right by them and do right by the rest of us as well and hey, when you see great service, smiles and warmth, don’t forget to yell about that too !!
For more great blogs from Lindsay Campbell, Operations Director from The National SKills Academy Hospitality please click HERE
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