Comments on: The Bastardization of Social Media

By: Todd Defren

Todd Defren — Wed, 26 Dec 2007 15:38:00 +0000

Paul, I note and appreciate the distinction. In this particular case, the company didn’t want to be personally involved in the conversation – there would be no “community managers” per se… the company only wanted to ensure that others were speaking *about* them.

To which I say, “blecch.”

However, having been part of the traditional marketing scene for many years, I do hear ya. I have no problem with tapping into Social Media to help “sell more product,” so long as it’s done respectfully, thoughtfully…

By: Paul

Paul — Wed, 26 Dec 2007 03:42:56 +0000

Todd – I enjoy your blog a lot, but there’s something that bothers me about this conversation…you state “They didn’t want to be part of the conversation; they wanted to be the topic of the conversation.” If you had said “they wanted to be the topic of the conversation but they didn’t want to be a part of the conversation,” I’d be completely on board…but the other way around? I completely agree that companies that aren’t ready to engage in authentic conversations with their customers shouldn’t touch social media…but if they are ready to engage in these conversations, isn’t it reasonable to assume that they’d be centered on topics associated with the brand?

This seems to be a common idea among many of the influential PR and social media bloggers….Stowe Boyd’s recent response to the Chip Griffin post where he describes the words “messages” and “audiences” as though they’re completely antithetical to the ideas of conversation is an example of that. As a product marketer, I’m not sure what people think we’re supposed to be talking about. If we’re not supposed to want to engage in conversations about our product, what should we be doing?…sit around the conversation hoping that someday someone will say something associated with the product?

By: david cushman

david cushman — Fri, 21 Dec 2007 11:41:57 +0000

Todd, thank you very much for one simple summing up of how brands get it so horribly wrong so often.

By: Todd Defren

Todd Defren — Thu, 20 Dec 2007 21:59:24 +0000

Jason, thanks for the kind words. (But honestly, we’re up 25% this year. I am juuuuust fine!)

By: Jason Falls

Jason Falls — Thu, 20 Dec 2007 21:10:13 +0000

Sorry for the client loss, but I learned the hard way early this year that the ones who are disingenuous to the process are the exact ones you don’t want around. There’s something noble about being able to walk away from it and find fortunes elsewhere, which I’m sure you’ll do. Sorry the “loss” comes this time of year though. Holiday downers stink. Keep your head up.

By: Brian Block

Brian Block — Thu, 20 Dec 2007 20:47:30 +0000

While it would be best for companies to not only engage the community instead of just sharing, this is still a growing process. Not everyone gets it. Yet. If I don’t understand how medical insurance works, should I not be entitled to have it? We just need to keep plugging away until they do understand. Shel Israel signed a copy of his book for me and wrote in it, “Good luck pushing the rock up the PR mountain.” That rock can roll down, but I won’t stop pushing it. (pretty corny, i know)

By: Mark Hanson

Mark Hanson — Thu, 20 Dec 2007 17:29:51 +0000

I’m having the exact same conversations with potential clients here in the UK but several stages back.

They don’t yet have a social media box to tick but they’ve been on Facebook and are getting the bit about lots of people deserting traditional media and interacting in a different way but haven’t got to grips with the ‘different way’ yet.

Can I come and work in the US?!

By: Todd Defren

Todd Defren — Thu, 20 Dec 2007 17:20:16 +0000

Thanks all, for the comments. I know many of ya feel my pain/joy.

Mike, you’re right that we were absolutely delighted to even be invited to the party; it was a victory in itself. But I am still kinda glad that we didn’t win. While the name on the client roster would have been amazing, I fear that behind the scenes, it would have resulted in a lot of bloody foreheads over here, as we kept ramming into brick walls.

Or maybe it’s sour grapes, I dunno.

By: Dan Schawbel

Dan Schawbel — Thu, 20 Dec 2007 16:36:22 +0000

Social media is less about being selfish and more about pleasing your audience.

By: Mike Chapman

Mike Chapman — Thu, 20 Dec 2007 15:21:53 +0000

Ah, did you really lose? Or did you, just maybe, help someone make progress? I’m sure you can answer differently in each case but the fact that you even had the conversation with them at all is better than nothing…hopefully…right? OK, I’m an optimist.