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Valentina Falcinelli: #epicfail, 7 things to never do (and 5 to do always) on social media

Mistakes on social media are called #epicfail and are bad. Valentina Falcinelli, CEO and founder of Pennamontata, wrote a useful e-book on epicfail.

After all, we've always asked ourselves: what does a copywriter do? On the Pennamontata website they explain it this way: a copywriter writes well, well absurdly; find the best words and create content that captures attention. A bit like a chef: he has ingredients, makes a recipe, a plate and serves. Today this word restaurant is the world because, thanks to social networks, anyone has a global stage at their disposal. This boundless audience makes itself heard (and loudly) especially when it's wrong, only that the errors on social media are called #epicfail and they hurt. Valentina Falcinelli, CEO and founder of Pennamontata, wrote an illuminating e-book on epic fail (and on the remedies followed in the most famous cases). It should be a clear rule to everyone from the times of the Fourth Power of Orson Welles: what you write has an effect, always, even if you don't realize it. Social networks have only made the immediate and public effect. But the errors, even those of others, must serve to improve and so much to learn from those who, like Valentina, have competence, passion, consistency and not only love, but study social media and communication A passion that comes from afar.

Let's start at the beginning: what did you dream of becoming a young girl?

As a child I dreamed of being a benzinaia. I swear. I cultivated this velleit, but I also enjoyed drawing storyboards and advertisements (or complaints, as I called them at the time) invented by me. Then I grew up and, after passing the mom, mom phase: when I grow up I want to be a flower girl, I realized that that passion for complaints had to be something bigger than me. In fact today, looking back, I can say that in my veins there has always been blue ink.

When did you discover the Internet? Remember the first link?

I don't remember the first connection. I remember very well, however, the noise that emitted the modem (equal to the braying of a donkey); I remember the first mailbox on Libero and the Lycos search engine (Lycos, go get it!). And I remember well that, in the past, I used mIRC chat. It seems like a lifetime

How do Italian companies communicate online? Are we black sheep, geniuses or neither?

Good question. I don't like to make a bundle of grass, so I tell you we're not geniuses and we're not even black sheep. Or rather, there are purple cows here too, just as there are companies with infinite human and economic potential that have no intention of differentiating, daring, doing things better. I worked with both types of reality: for the startup with a thousand ideas, aware of its possibilities and the potential of the web, as well as for the big company with a fear of making mistakes, changing and renewing itself even greater. Valentina-Falcinelli "width =" 700 "height =" 688 "srcset =" https://www.webnextconf.eu/wp-content/uploads/2019/12/Valentina-Falcinelli-epicfail-7-things-to-never-do-and-5.jpg 700w, https: // www.digitalic.it/wp-content/uploads/2014/07/Valentina-Falcinelli-PennaMontata-300x294.jpg 300w "sizes =" (max-width: 700px) 100vw, 700px "/></p>
<p><strong>Are social networks good for companies? </strong></p>
<p>Social media can do well, if you control the strong channels of a well-considered and structured strategy, if you are followed by a team of experts, if you have a clear Social Media Policy, if you instruct the Communication and Marketing sector to cultivate good sense, patience, timing. They can hurt, and a lot, if you improvise. If you jump without a parachute. If you open pages and profiles only because it is fashionable or because the competitor has it and I want to see it. Social media can be a powerful tool for Customer Care. They travel on the tracks of real time marketing and from the customer they are perceived as a fast track to dialogue with the brand. The company that understands this and takes advantage of the potential offered by social networks can improve its brand image. It can differentiate, it can be an example and have a great return.</p>
<p><strong>The lists work on the web, right? So let's make a list: 7 things that a company should never say / do online?</strong></p>
<p>Yes, the lists work on the web, but I'm certainly not the panacea for all ills (read texts written with the feet). However here is my list of <em>donts</em> for an online company:</p>
<p><strong>1)</strong> <strong>Never use phrases like we are market leaders</strong>, We are the number one. Let the facts speak for you and give the customers such titles.</p>
<p><strong>2)</strong> <strong>Don't underestimate the customer's intelligence</strong>. As Ogilvy said, the consumer is not stupid. The consumer your wife.</p>
<p><strong>3)</strong> <strong>Don't make yourself want</strong>. The response times on the web must be short: a user expects, on average, a complete response within 30 minutes. So answer early and respond well.</p>
<p><strong>4)</strong> <strong>Do not use pre-packaged answers</strong>. The ready-made answers in communication are like expired yogurt: they hurt the company and make the consumer angry.</p>
<p><strong>5)</strong> <strong>Don't use piquant tones.</strong> When a customer complains about a disservice, even in cases where he attacks you openly and in bright tones, you always answer politely. And apologize sincerely.</p>
<p><strong>6)</strong> <strong>Don't blame the intern</strong>. We all make mistakes and it can happen to you too. But please, don't blame the intern. Take your responsibilities.</p>
<p><strong>7)</strong> <strong>Don't post anything superficially.</strong> Everything that comes out of your creative forge will talk about you to the world. Do not publish anything without having first analyzed the contents produced from several points of view: lexical and grammatical correctness, correctness and conceptual ethics.</p>
<p><strong>We must not be negative we make another list: 5 tricks that can help a company to approach its public.</strong></p>
<p>Good idea, it seems right. Here they are:</p>
<p><strong>1) Put your face on it.</strong> To get closer to people, a company must show its human side. It must show the faces of those who work there and the name of those who respond to a tweet or comment on Facebook. If people perceive that on the other side of the monitor there is another person like in effect, the brand image improves, as does the relationship with the customer.</p>
<p><strong>2) Before selling, it helps.</strong> American expert Jay Baer talks about Youtility, which is marketing that helps. About this subject, there is a phrase of his that I particularly love and that I repeat to every course I hold: If you can help, just help. Here: companies should make up their minds that not only does hard marketing sell, but that even just helping the customer, in a disinterested manner, revenue margins can increase.</p>
<p><strong>3) Talk drinking.</strong> Just business, bureaucratic, technicalities. The public wants to understand what you want to communicate, so do it in a simple, usable and clear way.</p>
<p><strong>4) Give something</strong>. No need to give away a travel or discount coupon. A gift can also be a guide that helps you make better use of a product, a FAQ section, something that simplifies life.</p>
<p><strong>5) Always reply.</strong> There is nothing more unpleasant than a request that is not answered. Again: do it quickly and do it well.</p>
<p><strong>Who makes a mistake and everyone is wrong. But when you make a serious online communication error what is the best thing to do to repair?</strong><strong/></p>
<p>To apologize. Avoid spending too much time. Admit the error, be aware of the so-called fail and mention corrective actions.</p>
<p><strong>In your e-book Crisis Management there are many examples of errors (even serious ones) committed by unsuspected subjects. What can you learn?</strong></p>
<p>No one immune from making mistakes. The cases I talk about in my guide share one thing: excuses. C who arrived immediately, who took a while, who was directed, who a little less: but all the brands, in one way or another, have apologized. I have always thought that you like a lot more from a mistake than from a well done thing, so I am sure that Barilla has learned a lot from the gaffe of Mr. Guido, that MIUR will re-read his calls better before publishing them, that Groupalia will not do more promotion riding the Twitter TT wave</p>
<p><strong>What is the best example of repair in your book? </strong></p>
<p>I really appreciated the response of MIUR after the publication of the From sheep to doggy style tender. Everything was inside the text: a sincere apology, a bit of direction, gratitude to the public, a final call to action to move the focus from the company to the public. A statement, in my opinion, as a textbook.</p>
<p><strong>If those who make a mistake, better not to do? </strong></p>
<p>But yes, we regress to unicellular beings. No, let's go back to the caves. Nope.</p>
<p><strong>Does the Internet change your life? For the better, right? </strong></p>
<p>Do you ask me rhetorical questions? (Smiles). The internet has changed my life. It gave me the opportunity to work, to meet beautiful people, some of whom have become friends and friends, to let me know about the little good I know how to do. So yes, of course, the Internet changes life. But stop sending me invitations to Candy Crush and Farm Hero Saga, please.</p>
<p><em>The complete interview on Digitalic n. 30</em> <img class=