Okay, maybe “hate” is a strong word, but it’s got you reading this post because you feel like they kind of do. The criticism gets louder online, or the engagement is not what you were asking for.
But don’t worry, there are (fortunately for you) some brands that are getting blasted into centre stage that you can learn from.
Tim Hortons: The New Cheese Block
We’ll start with Tim Hortons bringing back its fan favourite Grilled Cheese Melts. It sounds like a good idea on paper, right? Well, it would be in real life if the cheese were melted.
A large majority of customers were served this monstrosity, shared it online, and Tim’s social media team is working in overdrive, trying to reach out to people privately.
While, yes, this is a good first step, it doesn’t solve the core problem: the quality of the food. There’s no denying it, especially if people have been complaining about it for years, and this situation is just a product of it.
What they should be doing now is not only fixing the Grilled Cheese, but also starting to improve the quality of the food.
RBC Amphitheatre: The New Corporate Concert Venue
Remember this iconic sign?
Now it’s been replaced with this…
After RBC took over the former Budweiser Stage, they not only removed the signs, but also included a lot of branding… and we mean a lot…
You could tell that all of the charm has just become overly corporate. No one wants to hang out here, no one wants to take a picture with that sign, and everyone is complaining about it.
We suggest planning for next summer. Start by taking a look at how they can peel off the corporate feel based on complaints (step 1: remove this new sign!), encourage their team to bring fun new ideas to the table and respectfully ask higher-ups to take a back seat.
As a digital marketing agency, we see this time and time again. A team comes together with fun, unique ideas, only to get shot down by the owner because it doesn’t fit their norm. It’s tough to let go of control, but you did hire these people for a reason. Trust the process and trust your team.
What Can You Do As A Business Owner?
Now, you may have noticed that a lot of these solutions revolve around the business owner. Your social media team is in charge of one thing, and that’s marketing your brand online by amplifying your strengths and managing the ugly. They do not have the power to change customers’ thoughts on your business’s service/product; that’s on you.
If you’re struggling to figure out how you can change your customers’ minds, here are a few steps we suggest you take.
Step 1: Reflect
Start by re-evaluating your social media profiles and finding out what your customers are saying about you. Pinpoint their pain points and see if there’s a deeper issue. If you’re stretched too thin, start by meeting with your social media team and get them to do the legwork.
Step 2: Bridge the Gap
Brainstorm solutions, and get feedback from people you trust and implement those solutions.
Step 3: Monitor & Repeat
Keep an eye on what people are saying. When you’re ready to make any new changes to your business, you’ll need to restart the cycle to maintain a good reputation.
We can’t lie, it’ll take time for your customers to see your efforts, but we guarantee that you will begin to see them like you a little better than before. Take it one step at a time. You’ve got this!