Speaking at Marketing Week Live yesterday (26 June), Dominic Burch complained: “They change everything and you never hear about it until the last minute.”
He had particular criticisms for Facebook apps, which were moved onto a new programming language in 2011.
“[Brands] spent millions on apps and then Facebook changed the system and none of them worked,” he claimed, adding: “I wouldn’t go anywhere near building apps any more.”
Burch was positive about Facebook’s overall impact on Asda’s business, however, citing it as an important channel for engagement and for gaining feedback from fans about products and marketing decisions. Asda let customers choose the colours of a range of drinking flasks, for example.
Asda has around 1m Facebook fans, over 80 per cent of which are women, Burch said, adding that it is important for the supermarket to recognise where its fans will see and respond positively to the brand.
“Are they on Pinterest? No. Are they on Google+? Absolutely not. Is it good to be [on Google+] for search? Yes, but don’t expect anyone ever to ‘plus’ you on it.”
Brands also need to remain genuine when using social media, Burch argued, saying if British tennis player Andy Murray wins Wimbledon next week, Asda will avoid exploiting it on Facebook as it is not relevant to the brand.