I’m as big a fan as there is of consumer-generated media and the implications that social media has on brand building and corporate reputation, but it seems to me that some companies and organizations are starting to lose their minds in this new era of open communications.
Nowadays, immediate consumer reactions and thoughts are readily available on any topic and issue under the sun and that’s a good thing, especially if you’re in the business we’re in here at VT. However, that doesn’t necessarily mean that every random thought published on the Web needs to be rebroadcast by the media and brands just so they can appear to be hip and contemporary.
You have to wonder if any serious thought is being given to some of these decisions. Did the NFL and ESPN really think that displaying wacky comments from fans along with each draft selection would draw more viewers? Is there anyone who thinks the addition of five embarrassing questions from viewers now included on American Idol really makes the show any better? Talk about your ‘jump the shark’ milestone moment. There are right ways and wrong ways to wrap your arms around your biggest supporters and get closer to the consumer.
The same can be said for many brands these days.I’m sure the good folks at IKEA can point to the overwhelming success of allowing comedian and filmmaker Mark Malkoff to live in one of their stores for a week and broadcast his experience in 24 short videos on MarkLivesInIkea.com, but that doesn’t necessarily mean it was a smart idea. There is more to brand building than just video hits and impressions.
Brands have to evaluate the potential risks to such ideas, as I’m sure IKEA did. That said, there should be growing concern in the media and corporate America about a potential backlash from what I believe is CGM gone wild.
3 comments ↓
Mike,
Here’s an article that demonstrates your point perfectly:
http://uk.reuters.com/article/.....mp;sp=true
Cheers,
Eric
Mike, couldn’t agree more. In my mind, I think corporations should start thinking about how to leverage their most valuable asset: the employees, by encouraging them to actively participate in social media.
Reason: If my brother worked for IKEA and every once-in-a-while he posted something about IKEA asking for feedback on a project, or a video that gave insight to new products, or a charity function they are doing in my local area, I would participate because I’m following my brother, not IKEA.
The connections employees have with their peers are real and influential. Driving traffic to a publicity stunt then later seeing the placement crash are short term solutions.
Thanks for the comment James. It just seems to me like we may be reaching a tipping point that is as you say more about stunts than conversations.
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