Relationships Drive Business

Strengthening Customer Engagement to Propel Your Business

Facebook Crackdown June 15, 2011

Filed under: Case Study,Learnings — Carla Bobka @ 3:41 pm
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Don't go to Facebook Jail.


Facebook sent a cease and desist email to one of my clients.

It was a bit gentler than that, but the message was clear:  Personal profiles don’t get used to promote businesses. We all knew this day was coming. Hello, it’s here.

The email is from User Operations and references Terms of Service and the consequences for continuing as is (profile disablement.)

Now, to be very clear, this business does have a Business Page. I don’t think the Faceboook team dug far enough to know that.

So here’s my best guess as to what happened.

This client doesn’t use Facebook personally. They have a personal profile and their Business Page is hubbed off that. In the beginning they had some confusion on how to get posts onto the business page instead of the personal profile. As a result some of their personal profile posts are business related. AND since they don’t use Facebook for personal stuff, their personal Wall is only business related posts.

Here’s what I think really triggered the email, though. They are using a logo for their personal profile picture.

The challenge is Facebook hasn’t given any way to explain these details to their operations team. They only have 1-way communication. That strikes me as odd coming from a “social” company. Given there are 500 million users maybe they don’t want the flood of emails back to their Inbox. Who knows.

My advice is to change the personal profile image to something that is un-business related, and to be certain they post to the business page and not the personal profile. What other suggestions do you have?


Ugly is Ugly December 14, 2010

Filed under: Ideas,Resources — Carla Bobka @ 8:58 am
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Opt-in Text Message Best Practices

  1. Don’t over text your list- they will tune you out or opt-off your list
  2. Remember your text is interrupting them, make it worthy of being an interruption.
  3. Texts should be very specific, not general info.
    1. “Mani apt w/ Jenn just opened up at 3pm today”
    2. NOT “Apts available today”
  4. Inform your current customers that opt-in texting is an option. See the post card example above of how radio station WXPN is using opt-in texting and how they mailed a postcard to their listeners telling them about it.
  5. Realize that consumers will opt on and off your list based on things happening in their lives. If their office moves, chances are they don’t want updates on your lunch specials any more.
  6. Opt-in is key, if you text to people without them opting-in you’re spamming them, and that’s ugly.