It’s of no doubt both to us here at EBS Marketing and to the wider marketing community in general, that when it comes to online marketing, there’s nothing quite like Facebook. Social Media has become the best online marketing tool in our collective arsenal, as it has the ability to directly connect with audiences in a way that other forms of online marketing don’t. Facebook is the most successful of them all with over a billion people signed up.
However, no matter how effective the Social Media site is, it’s far from perfect, and an article on the BBC website that we saw yesterday (Monday 30th September) brought home to us just how complicated it can actually be.
The article was titled ‘Facebook editing button raises concern over misuse’ and was about the new change that Facebook are in the process of making to their ‘status function’. It was previously the case that once you’d posted a status, you could only delete it; you couldn’t go back and edit it (correct spelling, grammar etc.) With these changes you can now edit the status. On the surface, this would seem to be a good thing. It makes Facebook more efficient for users, and that’s always good. Indeed they’re actually behind other social networking sites, which have already made similar changes.
However, there are concerns being raised by many in the online community by the fact that people who have either liked or commented upon a status, will not be notified when it is edited. It’s the scope of this that is the real concern. It’s becoming a real fear that people will change the content of their posts into something offensive in order to stich people up.
It may seem crazy, but in the online community, where people are often more willing to hurt other people because they are anonymous and don’t have to face the consequences of their actions, it is a very real possibility that this sort of incident may happen. We can go further with this when it comes to Facebook marketing. A brand may like a status at one point, then that status could be changed to something offensive, without them immediately knowing about it.
For any brand, something like this would be a disaster. It would give out the wrong message and although it is possible to show that a status has been changed, mud tends to stick. It’s a complicated one this one, because it is a good tool, but Facebook seem to be cutting their nose off to spite their face by not notifying the likers and commenters when a status has been edited.
This should make us remember that although Social Media is a powerful marketing tool, we have to approach it with caution. This is like anything else really if you don’t use it responsibly, you will make mistakes. That’s why we at EBS Marketing pride ourselves on knowing how to effectively use Facebook in a responsible way.