Summary

Evacomics’s reputation. Of course, there are also people who are just plain crazy malcontents. So to
decide whether or not to get into the conversation, Christopher Barger, director of social media at
General Motors, says that if someone raises a thoughtful criticism and people answer back with
thoughtful responses, it is an intelligent conversation that they ought to get into. 35
For genuine complaints, they should be dealt quickly because people are generally impatient
on social media and each complaint should end with a “thank you” from every complainant as a
measure of success, says social media practitioner Pat Law from GOODSTUPH, which handles
brands operating in Singapore like Nike and HP. 36
Section 4.
CHAPTER SEVEN SUMMARY
Focus on your targeted customers, and only on them.
Keep messages short. They should have a clear call to action that is easy to execute, such as
visit to a link or like a post. They must also be engaging, entertaining or informative.
Due to Facebook’s algorithm called Edgerank, it is important to post only interesting or
informative stories to get the most engagement (likes, shares and comments) so future
stories will rank higher on fan’s news feed. Try to post with Photos or Videos and update
everyday if possible to remain as fresh stories.
Posts with self-referential words like “I” or “me” tended to get more likes.
Test different times to update for maximum exposure to fans and stick to the schedule.
Only get into a thoughtful criticism when there are other thoughtful responses from other
fans. Ignore crazy comments.
35 Scott, David Meerman. Real-time marketing & PR: how to instantly engage your market, connect
with customers, and create products that grow your business now. Hoboken, N.J.: Wiley, 2011.
88-89.
36 Wong, Alicia. "The business of friending." TODAY [Singapore] 15 Jan. 2012: 1.
58