Crappy Convos (but good lessons)

My what an interesting sh*tstorm happened whilst I was away at play. What's my take? Well, first off, I wouldn't take the diet pill that's at the center of this debate because the side effects are, um, crappy (sorry, couldn't resist, but you really should proceed with caution...and an extra pair of pants.)

But extra pants isn't the point.

The point is: should we encourage our colleagues and friends to comment on blogs that we produce for our clients?

Unless it's a blog that is authentically of interest to others...than no, I don't advise it. And personally, I don't feel right asking any of you fine folks to comment on anything that I'm being paid for. You are so generous and give me so much every day. Heck, because of all your great advice I'm able to do better at work I'm paid to do. (have I said THANK YOU lately? I need to say that more!)

However, if it were a blog on a certain genre of music that I knew my friends liked, or a certain piece of technology that I knew colleagues were interested in than, sure, I would definitely pass it by them.

Why? Because I naturally (authentically) would anyhow.

But in most cases I've found that the blogs produced by clients are not relevant to our friends and colleagues. It's a case of poor targeting...and targeting is a core rule of marketing. While generating comments may be an ice-breaker, if they're not authentic comments than they don't really advance convos. They just add comments. I think in terms of quality vs. quantity (and relationships vs. rankings).

Net/net: it's our job as marketers to create products/services/experiences and blogs that are of high enough value to encourage comments and conversations all on their own...not to generate false interest.

Oh, one exception: If I produced a blog for a nonprofit client that was doing good acts for humankind, animalkind or earthkind (not bottom-line kind), then I might reach out to you fine folks and ask you to check it out and spread the word. Yup, I have a weak spot for good acts.

(and I promise there wouldn't be any unpleasant side effects :-).

Comments

[Linus Kendall]

I guess it's a bit like being at a party, going around asking people to talk to your rather dull friend that you brought. Won't work in that situation (err, at least the convos happening will not be very stimulating for anyone).

Though I think this is a real challenge for companies trying to expand into social media - how to be authentic while still feeling comfortable as a company about what you're putting out there? Got any takes on that?

So far (from what I've learnt over the last couple of months), strong organizational values that are ingrained with the people out there blogging is one of the keys - they'll naturally communicate the corporate identity if they feel that they identify with it.

-Linus

[Tom Kasperski]

I just visited the AlliConnect blog and I see a bigger problem than Weil's tactics to drive comments.

What value does AlliConnect provide consumers? ME-content noticably outweighs YOU-content and the site reads like an unending stream of press releases. There is little generic information about weight loss and users aren't allowed to ask specific questions about the product.

[CK]

@Tom: thanks for your sage comment (and I've seen the content issue expressed elsewhere). The me-focused content speaks to blogs being high enough in value to generate their own interest. I'm perplexed by the alli blog being so self-promotional--especially with weight loss it could have had so many good tips on nutrition and creative ways to engage people who truly want to lose weight, etc. I saw that their message boards notice said they were behind in getting comments posted (because they moderate them and are a bit overwhelmed...oy! the loss of value in not posting message board content).

Also, this may well be a sign of a steep learning curve on alli's creator GlaxoSmithKline's part in understanding just how much the you-focused times of yore have changed. Not excusing them, just trying to understand 'em.

@Linus: Per your great question of "Though I think this is a real challenge for companies trying to expand into social media - how to be authentic while still feeling comfortable as a company about what you're putting out there? Got any takes on that?"

What some people think of as dull subject matter, others find interesting--so again, it depends upon the target. But a brand can also look at the bigger picture to create creative content programs (e.g. tapping industry experts, aggregating data from various sources to show many sides of an issue or topic, or giving readers some features to encourage community, etc.). For example, if your company creates appliances, you might focus on content that helps moms with the many challenges they face in this fast-paced world (you might even focus on guest authors who have great tips to save them time--those authors could be accessible to the target through podcasts and even address questions from the blog). There are many ways to get creative and less dull, as you point out.

If companies are challenged with what content to cover, it's a great idea to ask a representative sampling of their target market what is important to them...what information is helpful and interesting, what do they value, what are they challenged by, etc, etc. Amazing what you can find out when you start with your audience's needs and values...if you offer solutions, you certainly won't be dull!

[Allan Jenkins]

"Authentically of interest" is one criterion, but if that criterion had been met, Weil wouldn't have had to ask for comments ... they would have flowed naturally.

What Weil wanted -- and what so deeply offended many of us in the PR profession -- was a wave of comments that "looked" genuine. That's unethical, and thus the sh*tstorm.

And you are so right: it's our job as marketers to create products/services/experiences and blogs that are of high enough value to encourage comments and conversations all on their own...not to generate false interest.

[CK]

Allen: Thanks and many thanks for your wonderful post on this. Insofar as "And you are so right: it's our job as marketers to create products/services/experiences and blogs that are of high enough value to encourage comments and conversations all on their own...not to generate false interest."

I don't understand why this is so very obvious and yet so obviously overlooked so much of the time. I could write a blog on just that...well, I sorta do...value is a BIG thing after all (and really the only thing we need ask ourselves and ensure for our audiences).

[Lori Magno]

Okay, now that I've stopped laughing I can say this: CK - thank you. Again with the hammer on the head darling! You would think by now the smell test (sorry) would keep corporate and PR people honest, especially in light of the Walmart flog-blog and others.

Had they attempted to target their efforts AT ALL, the would have found a built-in, engaged audience ready to comment. What a shame.

But really - extra pants? That's just gross.

[B.L. Ochman]

While they were thinking of whether or not to do a blog, and whether the blog should be on or off the site, GlaxoSmithKline hired me to do a three-hour seminar on social media marketing.

You can bet I told them that the blog they ended up doing was the wrong way to go; that they shouldn't blog if every comment had to be vetted by legal and/or PR and that they had to allow negative comments and respond to them. I said they didn't need to respond immediately, but that they'd better be prepared to respond quickly.

I gave them example after example of companies that had been bitten on the ass for not being transparent.

They did not want to hear it. So they chose to wear dark pants.

Apparently Debbie found it impossible to walk away from the pile of money on the table. There's always a price for taking on an assignment when you know better.

[Freddie L. Sirmans, Sr.]

Just browsing the internet, very interesting blog.