I’ve had several interactions with businesses on Facebook lately that have given me some examples of what to do, and what NOT to do, with social media marketing.

First example: my local grocery store.

The Facebook Win

I hate grocery shopping with a passion. I hate grocery shopping so much that my fiance enacted a no-talking policy for the 20 minutes after I get home from the store, because I chew his ear off with complaints.

Have you heard the music they play at the grocery store? Can you believe the surly teenage employees? And don’t get me started on the elderly drivers.

Then I stopped going to chain stores and started going to Stauffers of Kissel Hill a locally-owned grocery with a wide selection of baked goods and other prepared foods. This cut down on my grocery shopping stress, but I still run into snags from time to time.

Like today: I had been craving edamame noodles, so I decided to pick some up from Stauffers during my weekly grocery run. I got home, put the groceries away, and settled down to eat a dish of edamame for lunch. But the edamame beans looked a little … wrinkly.

It only took a minute to realize they were rancid.

I had recently become a Facebook fan of Stauffers, so I decided to let them know before other people purchased them. I felt a little bad about leaving a public complaint, but I was also curious to see how the store would respond. Less than an hour later,  I received this message:

“Thanks Kelly. We will notify the store asap. Remember that Stauffers has a 100% satisfaction guarantee or double your money back! Please stop at customer service and we’ll refund your money x 2! It doesn’t have to be today…next time you are at the store would be fine!”

Awesome. Not only will they refund twice my money (a nice perk) but they mentioned I don’t have to rush to make the return. As I responded on their Facebook page, just another reason I love shopping at Stauffers!

The Facebook Fail

Compare this experience to one I had with Adweek Magazine. I wanted to send an article query, but couldn’t find masthead information anywhere. And, Adweek being a trade magazine, it wasn’t like I could drive to the local book store and pick up a copy.

Adweek also has a Facebook page, so I posted a question on their wall. No response. Annoyed, I came back a week later and left another comment: “Way to be responsive to online feedback, Adweek. Shouldn’t you be setting a better example for your readership?”

This being a publication about marketing, I thought Adweek’s staff would be more mindful of its online reputation. I figured the chiding comment would at least spurn someone to respond. Three weeks later, I still haven’t heard anything.

Worse, check out the comment below mine: “More than a decade since I last worked in an ad agency and I still love AdWeek content.” What a great opportunity to thank loyal readers and to make them feel appreciated! Unfortunately, that comment went ignored too.

Social Media 101

That’s the enigma of social media — my local grocery store uses it to handle complaints and boost customer relations, while a national trade magazine uses it to promote its articles while ignoring user feedback and hurt its credibility.

How are YOU using social media?