Nikon’s Less Than Cunning Facebook Comment Provokes Friend Wrath

Nikon’s Facebook administrator, or one of them, had a bad day yesterday. They post this:

Comment from Nikon's Facebook page

Which resulted in comments like this:

Comments on Nikon's Facebook page

And more of this…

Comments on NIkons facebook page

Ouch. That’s gotta sting – definitely not thinking of their target group there. Not only did this post catch fire, but it also made its way quickly around the web. Not a great PR day.

A little while later they post an apology:

Comments on Nikons Facebook page

Which resulted in a whole bunch of new posts; some like this:

Comments on Nikon's facebook page

Poor choice of words? Over reaction?
Yes, both. They are talking to a community of artists – this comment was going to inflame them, and rightly so – technology is the tool. We get that Nikon sell equipment – ramming that message down our throat was clumsy. Equally, the comment got liked by a whole bunch of people (though that does not necessarily mean they agree with the sentiment). Further, it’s not uncommon to see a controversial post explode into a feeding frenzy like sharks in a swimming pool – the smallest sniff of blood can attract a lot of hate. It probably reinforced a negative view of the brand which some people already held, their marketing  team are probably looking with their interest at their unlike metric (though that won’t tell the whole story, by any stretch).

Not answering comments
There was a bit of a miss that, as far as I can see, there was no answer from Nikon to any of the comments which appeared on the original post. Yes – it would have taken a ton of work but if they’d got active on the resulting comments, explaining that it was a mistake on the thread itself it probably would have demonstrated sorrow far better than their apology some 12 hours later. Here’s an example of the kind of micro-moderation this requires – this is the band Morbid Angel dealing with their fan’s ire.

Fire the administrator?
A few posts suggest firing the administrator. Like this:

Comments on Nikon's Facebook page

Really? I’ve got no idea how Nikon functions with hiring and firing, but I think that firing the administrator would be a bad idea. Social media’s joy and power is the immediacy of response – which allows us to both inspire people, but also piss them off, very quickly. This post was not their finest hour, but firing the admin would be an over-reaction. Nikon – learn from what happened here and figure out if there was a better way to apologize. Incidentally, ‘apologize’ is corporate speak – you should be ‘sorry’.

What do you think – could they have managed this in a better way?

University Twitter Accounts Compared Using Klout – A measure of engagement?

Here’s a comparison of Swedish university twitter accounts using Klout (I’ve done something similar before).  I’m interested in how much klout tells you – does it reflect the nature of the twitter account. Does it tell us whether the twitter account is being used to engage, or simply broadcast? And before you get all sniffy, engagement is a fancy word for talking.

Swedish university twitter accounts ranked by Klout score.

Swedish universities and their Klout score

Does Engagement Have An Impact On Your Klout Score?
Klout only seems to tell you so much. It’s definitely telling you whether you left the starting blocks or not, but after that – well – it seems to get pretty blunt rather quickly. Here’s the amount of tweets, RTs, and @ replies from the top 6 Swedish universities, as ranked by their Klout scores, from January 2011. #RT is the number of times they retweeted something, #@ is the number of times they replied or mentioned another user (but not in a RT). Lists is the number of times they are listed.

Swedish universities with a high Klout score and their engagement

The number of @s and RTs gives an idea of how much the account is talking. It would seem that Klout is not so sensitive to engagement.  For example, @karolinskainst and @lundsuni have barely acknowledged that they have followers, through their lack of RT’s and @s, but still they have a reasonably high klout score. Both @malmouniversity and @liuuniversitet are engaging with their followers, but it does not look like it particularly impacts their klout score.

Klout’s important for a gross comparison –  but it looks like it’s less sharp for getting a handle on engagement. Or? Shoot me down in flames – I’ve love to have a single number which quantifies engagement!

Some observations on best practice.

I looked at a bunch of twitter accounts for this article, here’s some observations:

You so need a bio, and if you’re not using all the characters you’re missing out on opportunities to be found. It’s the only place on your twitter page (other than the tweets themselves) that you can put a clickable link in. Without a good bio it’s hard to decide whether you’re worth following or not – this goes for your personal account as well.

How often do you tweet? Particularly if it’s an English language account, there’s whole bunch of people who never see your tweets because they’re on the dark side when you’re tweeting. If it’s important information, consider sending it out several times to maximise your changes of being read– don’t be shy.

Are you sending traffic to your other online assets? Your Facebook page would probably appreciate a shout-out once in a while, and if you’ve just updated your admissions guide on your website why not tweet about it?

Do people care enough about you to put you on a list? Getting included on someone’s list means you’re in the VIP lounge for their attention. Make your own list of all the tweeting staff, students and offices from your university – that way you’ve got a handy source for RTs and an overview of your tribe’s activity.

A final word, if you’ve created an account but are rarely using it then you still need to pay attention to any questions or comments you get. Otherwise you could be quietly bleeding out good will, without ever realizing it.

Two great examples of Twitter and Facebook being used for customer service in higher education

Here’s two great examples of why social media curation is vital – they pretty much speak for themselves…

Twitter
An awesome conversation on twitter

An enquiry from a student is dealt with almost straight away – leading to, hopefully, a re-enforcement of their belief in the university as a credible organisation.

(Taken from Malmö University’s Twitter)

Facebook 

Awesome answer from Facebook - Lund University….in other circumstances that might be too long an answer, but in this case  – where the student is concerned – it’s totally appropriate…

awesome answer from Lund continued…the conversation continues, and what’s really cool here is that by asking questions the admin engages the student….

…and this ties it up really nicely. An initially concerned student is now meeting a member of staff in their own country – can your website or a brochure do that? Don’t think so.
(Taken from Lund University’s Facebook page)

Swedish University Facebook Pages Review: Part 2. Comments

Ranked by the number of comments left by the page’s friends; Lund University and Malmö University’s English Facebook pages are in positions 1 and 2 compared to more than 25 Swedish universities.

Skövde’s Swedish page  occupies third place, followed by Uppsala university, Linne universitet and Borås Högskolan.

The number of comments left on the pages drops away quickly after the top 5 or so, with about half of the pages I look at attracting fewer than 50 comments from their friends during the summer.

Remember that I count ‘original’ comments by the page’s friends, rather than comments made on existing posts (I simply don’t have the time right now to do that).

At the time I collected the data, in late August, 7 university’s pages were closed – the only way to comment on their walls is by commenting on a post made by the page owners

Of the 29 pages included in this ranking, only 6 are in English (not including those which have closed walls). This month’s data has been divided into English and Swedish language pages. In all cases, comments were counted from between May 24th to August 28th.

International (English language Facebook pages)

Comments made between May 24th and August 28th:

Lund University 278
Malmö University 227
Uppsala University 155
Jönköping University 23
Mid Sweden Uni 17
University of Borås 8

(I’ve not included the pages which have their walls closed, but is this really all the English language Facebook pages from Swedish universities? Please let me know if I’ve missed yours off the list!)

Swedish Language Facebook Pages

Comments made between May 24th and August 28th:

Högskolan i skövde 197
Linne Universitet 152
Högskolan i Borås 102
Mälardalans Högskola 71
Umeå universitet 61
Linköping Universitet 57
Uppsala universitet 44
Högskolan i Halmstad 42
Lunds Universitet 41
Mittuniversitetet 38
KTH  36
Högskolan Väst 32
Malmö Högskola 30
SLU 15
Högskolan Kristianstad 9
Karlstads Universitet 9

British University Facebook Pages

Northumbria 531
Sunderland 416
Keele University 395
Sussex 330
London South Bank 300
Warwick 103
York 80
Leeds 46
Bradford 35

It’s clear that there’s something rather special taking place on some of these UK university Facebook pages. Much of the activity concerns which hall of residence the students have been allocated, which is something we do not have in Sweden. But, even with that taken into consideration, I find myself wondering – why don’t the Swedish language university Facebook pages show similar levels of engagement from their students. When you look at some of the Facebook walls, even from Swedish universitys with 1000’s of students on campus you can’t help but wonder – ‘where are the students?’

New Tabs – Showing degrees
Several Swedish universities are developing their use of tabs to show off their programmes. Here’ s how Skövde are doing it:

And here’s the same type of tab from Borås University, showing the comment function:

Borås Facebook Education Tab

This seems like quite an interesting idea – it allows visitors to the page an overview of the programmes and, if they comment on them, the opportunity for those comments to broadcast out to their network.

Swedish Goverment Introduces Cookie Opt-In Banner – there goes their Google Analytics data…

The Swedish Government has introduced a banner on their website asking visitors to explicitly accept having cookies placed on their website (click on the image to make it larger).

swedish government website cookie banner

It sure ain’t pretty, and will probably have the same catastrophic effect on the Google Analytics data they collect that the ICO, in the UK, experienced when they introduced something similar. Will the last analyst left in the building please turn the lights off when they leave….

Update: And here’s something similar from Uppsala kommun:

and here’s another Swedish site bearing a similar banner (I’ve chosen the English version here) msb.se: