Could anyone else treat customers this way and stay in business?
By Roy Harryman
I’m writing about the soulless behemoth of Facebook for the second time in a matter of weeks (the first go round is here).
A local businessman I know had his Facebook personal and business accounts hacked. Facebook responded in the most helpful way possible – by barring him from his account. Permanently.
He had done nothing wrong. In fact, he had been wronged by the security vulnerabilities of this massive corporation. Facebook accused him of violating “community standards.” But he never has and never would. He’s self-employed and extremely level-headed. Why would he blow his own toe off with bad PR?
He appealed his Facebook excommunication and received this cryptic response:
“Hi. We've reviewed your account and determined that it hasn't followed the Facebook Terms. This has resulted in the permanent loss of your account. One of our main priorities is the comfort and safety of the people who use Facebook, and we don't allow credible threats to harm others, support for violent organizations or exceedingly graphic content on Facebook. To learn more about Facebook's policies, please visit Facebook's Community Standards: https://www.facebook.com/communitystandards/?ref=cr
Thanks.”
I especially love the warmth of “hi” and “thanks.” It chokes me up a little.
Let me translate this response: “We’re too busy making money hand over fist to listen to anything you might have to say, so our software system is sending you an automated response that disregarded anything you might have told us. You’re too insignificant to have an actual human being review your case.”
This is a customer who has spent thousands of dollars with Facebook and would have considered himself a fan of the platform. Could anyone else treat customers this way and stay in business? Well, maybe the IRS. But, on second thought, I may be too hard on the tax collecting agency. If I have an intractable conflict with the IRS, at least I can call my legislators, my accountant or my lawyer and get some help. With Facebook there is no one to call, only soulless robots who keep sending you the same message: “We’ve reviewed your account and decided you’re toast. Have a great day!”
It’s doubly (or triply or more) destructive when your personal account is tied to your business account (which it must be). By barring this man unjustly from his account, it has barred him from a profitable marketing arm of his business. Fortunately (at least at this point) he was able to rely on a fail-safe of having multiple administrators. Although some were removed, not all were.
If you use Facebook for marketing, beware. It’ll take your money and won’t respect you in the morning.
What to do?
First of all, make sure your security is maximized. At minimum, set up two-factor authentication.
Two, realize you don’t own Facebook. It owns you. Anything you post or preserve on your account can be instantly annihilated. And that includes your business presence. You’re a renter, not an owner and you can be evicted at any time.
Three, focus your digital marketing efforts on things you do own. These include your website, blog, email marketing and podcast. Create marketing content that can exist permanently instead of focusing on fleeting and fickle social media posts. Make your primary investment on your own real estate. Then if you can get traction with social media, it’s icing on the cake.
It’s a wonderful time to market a small business. And it’s a frightening time to market a small business. As the saying goes, “Keep your friends close and your enemies closer.”
Which one is Facebook?
Roy Harryman is the principal of Roy Harryman Marketing Communications. He is a former journalist and winner of writing awards from the Missouri Press Association. As of this writing, his company has served more than 40 clients in website development, social media, copywriting, videography and other marketing services.