We are Digitalee. A digital marketing agency based in Bucharest, Romania. And as any agency, of course, we have clients. And these clients have target audiences that they want to find on the social platforms and here is where our story today starts.
We have wide variety of industries in our client portfolio. From retail, education, office supplies, german kitchen reseller to bikes for kids..you can say by now that we like diversity and we are not afraid to try and understand new industries. We have this joke in the office that if something happened and we will not be in Digitalee’s team we could always work as a product manager in one of these industries because you really have to know and understand the products in order to create relevant content and engage with the audience and do awesome projects like the one coming soon for woombikes Romania where we made something very nice with two parents on bikes, in the middle of the day, in the parc. Coming soon! Hihi. 👀
From the many digital marketing activities that are in this planet, digital media campaigns will always remain in Irina’s heart, having a background as a digital media specialist when she worked in other agencies in the past. So, digital media campaigns are a part of digital marketing that we can say is a little special. Now, she has Lorena on her side doing magic and she can use the time to do entrepreneurial tasks. Meanwhile on Irina’s calendar last week (,, To finally find a foot for the couch!!!! ) 🛋️🛋️
What is the deal with personality?
Many times when we have had digital media campaigns active for our clients it happened that some people joined the discussion with negative comments and sometimes even very rude ones! It seems like they were not part of the target group. And then questions were raised. ,,But why are they targeted if they are not in the target group?”, ,,But we settled the audience from our buyer persona, are you sure META is alright?”.
Us, carrying all these questions in debates and report discussions:
And the thing is, and I want to state that from the beginning, neither META, nor LinkedIn or any social platform where you perform a digital marketing campaign can track whether you are a person with a low tolerance for stress, or if you have a good heart, or if your mother thought you not to talk to strangers etc. Because social platforms cannot track personality and manners. They simply cannot. 🤡🤡
On each platform where you can perform digital media campaigns and have the option to select an audience, the platforms give you certain things that you can track, like:
- Education, if people selected the institution where they have studied at
- Sex, if they have mentioned
- Interest, if they have them listed
- Demographics, if they have the data selected or the location activated and they have allowed the app to track their location
- Job title, if they have it mentioned or even updated
And the list can go a long way.
Social platforms for media are like recruitment specialists, but robot style
Did you notice a pattern here? Platform can only know specific information about people only if they mention it. People don’t have time to update their bio or job title if they moved to another company, but we expect them to have the same background, the same education and understand information in the same way?
Not really gonna happen, unfortunately. It is like Facebook or Instagram are HR Managers or recruitment specialists and they have interviews with every person that comes into your target audience party room and has to figure if they are suitable or not, but to pity that they are robots and cannot really contextualise.
There are some things that you can do in order to reduce the level of so popularly called “haters” and people that do not understand the value of your brand.
Tactics to consider
- Have a working session with your marketing team and analyse some of the comments in order to figure where exactly is the pressure or the problem of the commenter. Maybe the products are not really suitable for the market and they need a different positioning strategy, maybe the value of the products compared to the price is not effectively communicated and understood by the audience. Do you have an expensive product? Okey, does your audience understand why they have to pay so much money? Do they have the benefits and advantages clear?
- Try making a competitive analysis. Do your competitors find themselves in the same situation? It is an industry issue or is something very strong related to your brand?
- Establish with your marketing and communication team a funnel for approaching comments that do not really put you as a brand in a good position necessarily. Try analysing how do you answer to different challenges thrown in the comments of your social platforms ads. Remember, any platforms have users that are active, the watch, they memorise, they asimilate information, they buy, but they do not interact with posts (shares, likes, comments) and they can also see the comment on your ads. So, have a plan!