Tough questions for Adobe on Facebook
Facebook brand pages can be tough at the best of times. We've seen what happens when things go pear shaped. Remember the purple chocolate company's Palm Oil saga or the Air New Zealand Facebook deals tab that was so popular it crashed? While this example is certainly not on the level of the two mentioned above but highlights a very real problem for international brands.
Consumers are globally aware of operations, prices and campaigns.
Over the last week or so I've been watching a thread of conversations on the AdobeANZ Facebook page talking about the differences in prices for downloadable products between the USA and New Zealand/Australia.
Now that's a tough question to have to address in the public forum... for any business. I appreciate that they have replied to the post but the lack of a suitable response motivated others into action.
By this point many brand pages would have deleted the posts, hoping the problem will just go away. Or perhaps even blocked the users involved in the discussion. That could achieve the desired result or it could ignite people into further action and significantly more damage to the brand.
But today we see this post. So Adobe are listening, or perhaps the pricing comments forced them to double and triple check when they found an error. But they have still failed to explain to their customers why they are required to pay more down-under for the same product.
This is a serious issue. I'd not want this story playing out on my Facebook page. The question is valid, surely they understand that but while they um and arr over how to resolve it their reputation is crumbling beneath them.
You have to have an answer for these sorts of questions, or work out a solution so these questions never get asked. Brands have to be transparent, willing to explain things in a mature and professional manner without fuelling the fire. Unfortunately for Adobe ANZ several replies have done just that.
If this page is being run by the NZ/AU Adobe team or perhaps an Australasian marketing arm one has to wonder how far up the chain this message is getting. Does Adobe HQ feel their ears burning yet?
As one of the people who commented pointed out, the last thing Adobe would want is a reverse campaign harnessing collective frustration into a Facebook movement.