A recent experience with online shopping brought me front and center to today’s blog post. I was searching for a unique birthday gift to send to a family member and after perusing the website for Cookies By Design (CBD), thought I would check out their Facebook Page for special discount Fan offers. Their landing tab deposited me to a brightly printed page announcing a Father’s Day Sweepstakes and a nice reminder to “Like” the Page, but as my eye traveled down the copy, my vision was hit with bold, black single-spaced (and in some areas, all CAPS) print outlining the CBD official sweepstakes rules. I copied the sweepstakes verbage into Word and discovered that the copy amounted to 831 words. Total turn-off. Would have been much better to make the copy less of an eye chart or include a link to a page on their website with full details.
I’m not going to critique their iFrames app use or custom profile pic, you can do that on your own and look here for comparison sites. Just wanted to point out how, as a potential customer, I was a bit turned off by all the print on their custom Welcome tab.
I next checked out their Wall to see what kind of engagement was gong on there- ok, I was really looking for that elusive coupon special……but what I found was the underscoring of my belief that the English major will rise again to be in demand in today’s online marketing world. So what does that mean?
In order to have engagement between a brand and their customers/clients, one needs to have a social media community manager that is fully capable of sustaining that engagement. This includes content that is meaningful and sought after by Fans and potential fans as well as the back and forth conversation that occurs within the exchange of information. The community manager must seamlessly become one with the brand message so that consistency is maintained.
Who better to be a social media community manager than an English major: a person for whom words are pearls. A person who has studied the art of dialogue, sentence structure, essay writing and for whom feedback is part of the experience of writing.
I was reminded of this need for English majors when I spied this post on CBD’s Wall. In case you can’t read the circled portion of the post and the subsequent fan response in the photo below, here it is:
CBD: “Ok I’ve received your email and contacted the Franchise Business Consultant about this matter. Someone will definitely be in contact with you shortly and work something out to remedy the situation. We value your business and appreciate your patients.“
Fan: ” *patience! hopefully no “patients” from your cookies 🙂 ”
The marketing side of me is scratching my head wondering why the Page Admin still has not responded 48+ hours later……Tying the idea of patients (illness, etc,) with the ingestion of their product is just not good business. Perhaps they need a subscription to Hyper Alerts, as there is more recent admin activity on the Page.
So about those cookies…..unfortunately, no matter how tasty they are, the impression the company leaves me with via their Facebook Page is enough to send me in search of another present for my Dad. Perhaps a virtual gift card???
(note for the record, I am NOT an English major)