I have Chris Rolando to thank for putting this idea in my head a few years ago. He did a series of pro-radio spots in which he stressed that an advertiser who relies heavily on social media risks negative feedback, poor reviews, unfavorable comments, etc., from anyone with a grudge. By contrast, advertising on the radio gives an advertiser complete control over his message, without dilution or the distraction of negative feedback (at least immediately adjacent to his ad).
Admittedly, this is an oversimplification; so don't make it walk on all fours. The issue is maintaining total control over the message.
We know that some advertisers—perhaps many—don't put enough thought and effort into their commercials. They could and should be doing better.
But we also know of local businesses that have been unfairly slammed on social media because of some disgruntled person—even a competitor, posing as a "customer." I've seen this happen with restaurants more than once.
What I'd like to collect here are examples from YOU - of businesses in your market who have received undeserved negative reviews. Or even public complaints that may have been deserved at the time but represent an isolated event—an anomaly—and not something that truly characterizes them.
So many businesses believe that the benefits of "free" advertising on social media and review sites like Yelp and Google outweigh the value of an investment in radio advertising. Let's start addressing the ways this practice can backfire big time.
Here's one example I saw today on Facebook.
at June 17, 2021 3:41 PM PDT
