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Your brand DMs aren’t private

Coffee Marketing
Your brand DMs aren’t private
By Jenn Chen • Issue #125 • View online
Is it possible to have burnout from burnout or does it just become a never-ending burnout? Asking for me. My birthday is next month & I plan on taking a week off and also doing a short getaway to a glamp-site with my dog.

Featuring my own work & press
Featuring my own work & press
Your brand DMs aren’t private
DM like it’s going to be public because it basically is.
If there is any tl;dr to this, it is that DMs between a brand and person are never private and should never be written as if they were. 
I do believe that customer support is better managed through DMs than in public conversation because you might have to ask a bunch of questions that most customers don’t care to read in a comments section. Beyond that, any feedback responses or general answers you give in a DM should be written like it’s public because there’s a chance that it will be.
The internet has been around for over three decades now. It’s safe to say that for the most part, nothing you post online truly gets deleted. In the age of screenshots being a mere button push away and social media encouraging the act of quick responses, there are bound to be brand mishaps.
Shit happens. Marketing teams are still made up of people and people make mistakes. I don’t think anyone would argue this point. Of course, there are some brand mistakes that you can’t come back from but in general, a sincere apology and a resolution that matches the crisis can resolve most issues. 
Your other option is to issue an apology that isn’t actually an apology, digging yourself a deeper hole. From the way that I’ve seen many brand apologies be written, it is astounding the sheer number of people who never learned how to sincerely apologize. And if you never learned, it’s a simple google search away. If your brand ever responds in one way in a DM and another in public, it is very possible that the “private” conversation will be made public.
I didn’t think it needed to be said but that whole “any publicity is good publicity” is FALSE. Consumers are paying attention more than ever to what you post and how you respond. Don’t mess up an opportunity to regain trust just because you refuse to own up to a mistake you made.
This post was inspired by a very recent, ongoing brand crisis.
What to Post on Each Social Media Channel to Stand Out
Feeling Social? These Online Coffee Groups Are Here For You
Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Usually this space has a lot more info, but not much has happened in the last two weeks in regards to features relevant for coffee marketing.
Facebook is testing up and down voting in groups (like Reddit) and an audio-only app that looks like Clubhouse.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
Nano or Macro: How an Influencer’s Follower Count Impacts Engagement Rate
The Case for Letting Your Social Media Managers Get Weird
How to Use Instagram Guides to Create Organic Engagement
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Seeing in the Dark
The mess at Medium
Your Burnout Is Unique. Your Recovery Will Be, Too.
An update from my container garden!
An update from my container garden!
My Angel Wing Begonia has doubled the height of the climbing pole it's on (which is why you can't see it in the photo).
My Angel Wing Begonia has doubled the height of the climbing pole it's on (which is why you can't see it in the photo).
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen.
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Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen | https://jennchen.com

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