Facebook marketing - Why is it always the social part of social media that fails?

There are three most important things for companies to remember when using Facebook.
1. active posting
2. customer oriented content
3. engaging with the customers

I chose my example company to be
Erin Condren (a company that sells planners, notebooks and stationary accessories)
The company uses its Facebook page mostly for marketing. Since pretty much its whole concept is based on visual appeal their posts are always created around a beautiful picture. Most of their posts are about their products and why you should buy them but occasionally there are posts just for reminding they’re still alive (motivational Monday) or activating posts like “how are you using your planner?”

They do post regularly (almost every day) and the content is decent but the number of likes, comments and shares is usually still pretty low. (likes = 50-200 comments = <50 shares = <50) The only difference is competitions, but sometimes even then the numbers don’t really change too drastically.

The reason is most likely in the third most important thing to remember. Their customer care is minimal, usually just answering random questions in comments but even that isn’t consistent. This is especially a problem since there are several issues with the company. The shipments are often late and missing items – sometimes even the “fixed” package is wrong. In this aspect they aren’t using social media as well as they should. They are completely ignoring whole conversations in the comments where people are ranting and sharing their experiences with problematic orders. Every question and every negative feedback should be answered as soon as possible, but always within 2 days.


They do have all the ingredients for truly successful online presence but they absolutely have to solve the issue they have with keeping up with the actual socializing part of Facebook – joining in on the conversation and answering the comments they are getting. If this problem was fixed, they would most likely prevent or at least diminish this current trend of losing customers from their otherwise extremely loyal customer base.

Why is it always the social part of social media that fails?

- Viivi