Business Beware – what every business should know BEFORE creating a places page on Google

In my business, I more than occasionally deal with public relations and reputation management issues online.  In most cases, it’s a reasonably easy fix: identify the problem, engage in an SEO, social media and Adwords strategy, and Go!

 

However, when it comes to Google Places, its a whole different ball of wax.  Many business’ sign up because they want prominent presence for free on Google, and for most, that is a very good idea.  However, there are some business, due to the very nature of what they do, that will garner a disproportionate number of negative reviews, and for those business, I am sharing the following advice: think twice before opening a business page on Google.
I inquired on how to remove a Google places business page that had received bad reviews.
 Below is the conversation I had with Google this morning:
me
11:31 AM
so given the nature of the business – which is low income housing, probably better to never set up a google places account in the first place.
if the page is deleted, how will the comments be found?

Conner
11:31 AM
If the page is deleted, it’s still going to leave behind a system generated (organic) page that won’t be managed by anyone


me
11:34 AM
maybe just clarify, once a page is created, it can never go away. so a business should be very careful prior to creating a google places business page, as some business, by its very nature, will generate negative reviews that can not be removed once posted online

Conner
11:35 AM
Correct. Even if the page is deleted it will still show up on Maps with those reviews. The only way that a page is removed is if the location is marked as permanently closed, which will still take time to fall off of Maps completely

me
11:37 AM
when a business goes online, it has the option to simply focus on the website through organic and ppc, and never list it as a places page.
once it falls off… can it be reinstated? although one would probably not bother, given the bad reviews will no doubt start anew
again thanks, looking for clarity. it is very important to think about the business before opening up a places page. Awesome for a pet groomer but bad idea low income housing manager

Conner
11:38 AM
If the client does choose to have a Maps listing, then there is a chance that there will be negative reviews left, which aren’t usually removed.If the business does not want this, they can choose to create a brand page, which is essentially the same thing, but does not have reviews and isn’t connected to Maps: https://support.google.com/business/answer/4570248?hl=en

me
11:39 AM
great! so… delete or close the business on “maps” and request a brand page.

Conner
11:39 AM
You can go ahead and delete it, but those reviews are still going to stay. A brand page is just another option that I thought would be useful for you!

me
11:41 AM
but if we close the business so to speak, it falls off maps and disappears?
or… is it just a matter of deleting, adding a business page, and working forward with good content that will drive the bad reviews off the front page
chatsupport_bot.talk.google.com joined group chat.
Conner joined group chat.

Conner
11:42 AM
I wouldn’t recommend marking it as closed because it will show up as permanently closed on Maps. I would try and get some positive reviews to try and cancel out those negative ones


Conner
11:44 AM
I understand. The more positive reviews on the page, they higher the chance that those negative reviews are pushed further down

me
11:45 AM
…and if we delete the page, how will the reviews be found? through keyword google search? will it appear on the front page?
not mark closed, but delete
delete map and go with brand

Conner
11:45 AM
It’s still going to have all of the information there. Everything will still be associated with that page, including reviews

me
11:46 AM
thats tough. wonder how many business’ know what they are getting into when they sign up

Google Support
11:47 AM
Please take 2 minutes to provide your feedback on your latest interaction with our online specialist:

 

The takeaway from this conversation is that every business should consider the ramifications of putting themselves online BEFORE creating contact channels.  Some channels of engagement are more manageable than others, and if you are not prepared for long-lasting reviews online, I recommend you think twice about Google Places as an option.
Jodi

An Axe to Grind with Dove.

The recent Dove campaign is attracting a great deal of attention, and for good reason.  Quite frankly, it is brilliant, and I am among the thousands who shared this touching piece. When it appeared on my Facebook feed, I watched intently, and as the forensic artist revealed his contrasting drawings of women; one of how she saw herself and the other as a near-stranger saw her, I was brought to tears.  I played the video more than once, pausing to calm the great lump in my throat, and after I had fully absorbed the story, like so many others, I shared it with my hundreds of friends.

The following day I attended a Communications class at the University, and to my surprise, a fellow student approached the front of the class and presented a research paper based on, of all things, Dove Soap. At the conclusion of her presentation, someone raised her hand and asked, “How do you feel, regarding the mixed messages in marketing and values given that Unilever owns both Dove and Axe?”

I am sure my jaw dropped in disbelief, the recent video running through my mind. “How could this be? Why didn’t I know? Damn it, I SHOULD know!”  Later, as the video appears again and again on social media feeds with gushing remarks and accolades, I find myself moving from disbelief, to annoyance and then anger. “How hypocritical,” I think, recalling the beautiful women who believed they were ugly, picking apart the “protruding chin”, the “fat rounder face,” “the big forehead”. These women are far from “ugly” and yet the ever illusive “ideal” has left them wanting. And then I think of “Axe”. Ah, yes, and what do you think of their marketing message? Have you viewed lately?

To refresh my memory (and possibly yours) I have included an actual Axe video to demonstrate how the product has marketed women (not cologne-he has cologne, he gets women) to it’s obvious male target. Please click below to view.

Axe is basically an inexpensive cologne and soap line, not unlike other Unilever products, except that it has chosen to focus on a very carefully defined niche.

For the very few who have not yet had the opportunity to watch the Forensic Dove campaign, I have included it below.

I will not deny that the message is beautiful if not sad, however, if one considers the situation carefully and realizes that what is actually marketed here is soap, it becomes a bit of a quandary, at least for me. At what point do we stop to ask ourselves, “for what purpose is this message” and “how did it get to here?” When did it become normal to analyze our appearance to such a degree? How and why do we measure our self worth based solely on the thickness of our nose or the point of our chin? While I personally believe that pride in appearance aides to boost confidence, I hesitate to condone messages that play on ideals and insecurities in order to sell product.  Furthermore, given the product ingredient list, there is nothing on the label, either for Axe or for Dove, that states “eternal happiness.”

My lesson here is to be careful what I share. I am also disappointed in myself for not realizing sooner that the message I found so touching was a marketing ploy, and me, the marketing person, fell for it hook, line and sinker.  I am also disappointed that social media has not had a louder voice in correcting the inequities that exist with big business marketing online. In a perfect world, I would like to believe that information would allow everyone to see the truth behind the emotional guise, however, perhaps not. Always.

I prefer to know, and although I work in marketing, I believe marketing and advertising should be honest, ethical and beneficial to greater good. I know…I will click my heels three times while Oz, I mean Unilever, remains safe behind its curtain, I mean walls. Some have commented, “Isn’t it better that they (they being Unilever) show redeeming qualities by sharing such an emotional, moving and important message?” I don’t know, is it?  You can decide for yourself, as we each have our right to decide according to our beliefs. I know my decision if probably obvious.

On a final note, I have included a link to a site is an “Environmental Working Group to use the power of information to protect human health and the environment” as it allows you to view product labels for what they truly are, as well as search out labels that have agreed not to test on animals. Boring perhaps and far less emotional, but in my opinion, a good deal more useful. – http://www.ewg.org/skindeep/

 

Why I believe in cause marketing

Hope - Cause Marketing

 

I have worked in media for more than twenty years: first as a starving journalist, then as a print ad sales person, later as a graphic designer, flash designer then as a market research person and more recently as an account manager for radio advertising. I know numbers and I know how to buy effectively and efficiently. I know to buy into programs and time slots, to optimize budgets, to buy unsold inventory, to run small ads with spot colour on b/w pages or to focus on top right and banner placements for greatest visibility. I know yell doesn’t sell and I know that no one will buy what they really don’t want. I also know that there is always another option.
In a nut-shell…I have a pretty good understanding of the industry.

However, I did not know about the passion and the power of a cause until I found myself in need.

I remember it all very clearly: Joy had called a few days earlier to say that the doctors were not sure what she was dealing with. Her left hand had “clawed”, and the atrophy was moving to her right. She mentioned brain cancer and I felt sick. She mentioned ALS and I felt better…because I didn’t know, and not knowing meant “not so bad”.

At least that is what I thought.

Joy phoned again a few days later to tell me she was diagnosed with “ALS” and I went to the computer to google, “ALS”.

Now for anyone who has had the misfortune of googling “ALS” you will already know what I then found out.
For those who haven’t I will share with you.

While on the phone with my closest friend I read:”Terminal disease, average life expectance of 2.5 years. Total body paralysis while mind intact. Death from pulmonary failure – drowning in lung fluid while remaining conscious, yet immobile and unable to communicate.”

I read and I was in shock. I said the only thing I could say, which was “let me help you.”

For the two years that she lived with the disease, her body disintegrating, I buried myself into the cause. She went on to check off her “bucket list” while I tried to find a “how and why”. I pursued social media only because that is where I found other people dealing with the disease. I discovered advances in science and uncovered fraudsters. I made friends, some who have passed, and I researched everything I could find on the disease, only to share what was possibly useful to others also living as PALS or CALS (people living with ALS and caregivers of those with ALS).

With the help of friends and family, we organized a fundraiser for Joy that raised almost $50,000.
After Joy passed, I continue(d) with my involvement and through this was introduced to Darrell Jamha. Darrell had ALS and a beautiful standard poodle named “Cash”. Through social media, I was able to find a home for “Cash” with Brett Wilson, and he is now the pampered “J.C.Wilson”. Darrell asked me to help him organize a fundraiser for his treatment, and I agreed, but given my experience I knew…too much. I told him and his group that the most important thing will not be the money raised, but the love and memories that you (Darrell) will take away from such an event.

They raised more than $100,000 that night, and I was proud to play my small role to make it happen for him. Darrell passed shortly after the event, but I know what it meant to him and those around him.

In conclusion, my involvement in cause marketing is much, much more than making sales. I believe that the individual and every business would benefit from reaching out and doing more. I also have found that social media is not friendly to advertising and corporate influence. As a business, if you want to get involved on a social sphere, then you better get your “human on”. Care. Give. Contribute. Mean it.