How NOT to use Facebook

As a habit, I follow closely what my companies competitors do…press releases, articles, service offerings, etc. And now with Facebook its as easy as becoming a fan of all my competitors to follow exactly what they are up to.

One of the companies I follow is Adecco. Great company, tremendous amount of success. No one can fault them there. But what they are doing on Facebook is the wrong way to go about using social media. Here is a recent example.

In one of their recent posts to Facebook, Adecco touted that the job market was showing signs of recovery and provided a link. That’s good information for their fans. Adecco is in the market of finding people work so any information on the job market makes sense. The problem came when their fans started to comment.

“Adecco stinks, the girl in the Falls NY area passed over submitting me for jobs i was wanting instead using me for a warm bdy for grunt work, Steamed!!!!”

“Be carefully what you say they deleted my comment last time I said something they didn’t like.”

“If you have any talent at all…don’t go to Adecco cause they don’t care about talent…”

Now, no company wants to see comments like this for everyone to see. But unfortunately, its part of doing business. And the bigger you get, the more likely it is that there will be people that will say negative things about you. That in itself is typically not the problem. The problem comes when you do not respond the right way. So how did Adecco respond? They deleted the negative comments and replaced them with positive comments. Positive comments by their employees non-the-less.

“Adecco is the best company ever!”

“You’re def right (name), it IS!!”

This is NOT the way a company should use Facebook. The proper way is to address the problems right then and there. Show the world that you know the proper way to deal with unhappy customers. Complaints on Facebook are an opportunity. Don’t try to sweep them under the rug. They will simply show up somewhere else. And you won’t be able to simply delete them there.