Obviously, as someone who works in communications, I’m pay special attention to the way various companies communicate with their customers. And, as someone who saw the value of social media long before there were such vehicles as Facebook or Twitter, it’s always both entertaining and disappointing when someone really doesn’t get it.
Take, for example, the Long Island Wine and Food Festival.
For a small, regional event, there are nearly 1700 people who like/follow it online. That’s good.
Last year was the first time the event was held, over a weekend in June. Not sure how many people actually attended; but starting last September, they started priming the pump for this year’s event. It started by asking people to vote for them for “Best North Fork Event.” And, by November, they were requesting recommendations for the 2011 event.
From then on, about once a month (or more frequently), they would post something on Facebook about “Hope everyone is looking forward to the festival,” or “The 2011 Festival is right around the corner.” Each time, you had an opportunity to head to their website.
That’s it – you can send them an email; or submit your email to get on their mailing list. No information on last year’s festival; nothing. And, the page has been like this for months. Each month, another post would go up on Facebook, directing visitors to their website.
Starting in mid-May, things start to spiral downhill:
May 14 – “Looking for information about the festival” – and a link to the page.
You won’t actually find any information; but you can send us an email or join our email list (which, by the way, why can’t the information in the email list *be* the information sent out via Facebook? I digress).
May 15 – the same link posted.
May 19 – the same link posted.
May 19 – “We would like to let you all know that it is confirmed, the festival has been postponed for this year! Hopefully we will see you all next year! Enjoy the summer! There are tons of great wineries to visit and restaurants to enjoy! Check back often for updated information. Don't forget to join our email list!”
Wow – so in nearly no time, everything is off (but, you can still join the email list).
So, I did what any other engaged customer would do – I posted a comment; basically asking what happened and how surprising it was, after the marketing blitz, to see the event canceled.
My comment was deleted.
So, I posted again; asking “when was it postponed until?”
I received back a response, “indefinitely.”
I posted again, “why?” And, then another 5-6 people posted after me, asking much the same thing, and expressing their disappointment.
That was 17 hours ago; so far, no response.
On so many levels, this is a complete failure from a communications standpoint. If there was an issue with the festival that could be addressed; you have 1700 people who have already said, “I want to see this happen” – tap into that network. Secondly, why the lack of transparency? This isn’t a cure for cancer or equally valuable trade secret; you’re putting together a weekend for tourists. Be honest with your audience – what’s the reason for it not happening? Is it lack of interest; is it lack of volunteers? Of course, posting through social media to ask people to go to your website to sign up for an email newsletter than will be delivered to my email periodically is so incredibly behind the times – you have 1700 fans on your facebook page … communicate with them directly!
