Comments on: The Role of Messy in Social Media

By: Sean Howard

Sean Howard — Mon, 15 Dec 2008 21:43:10 +0000

Hi Andrew,
Congratulations on your success and thanks for sharing! It’s neat that you were able to find a niche and approach that has a lot of user passion associated with it.
I think it has to be just as messy as you experienced, even when working with packaged goods or luxury products. A challenge that many marketers have struggled to overcome as they tend to be very removed from such in their other channels.
Sean

By: Andrew Peters - APLINK

Andrew Peters - APLINK — Sun, 14 Dec 2008 04:02:02 +0000

hey Sean
i am currently experiencing an amazing social media success for a client, 2.5 months ago they engaged me to help with publicity for the 1st Singapore tattoo Show 2009 and with the time i have started and now the results are spectacular – the primary driver is Facebook & my own blog which clients are included… facebook now has nearly 2400 members (tattoo artistry on facebook) which is an active community. From facebook traditional media has taken notice and the list of media interviews and coverage grows daily – when first appointed I had no idea how passionate people are about tattoos – it is a very strong niche and crosses cultures and borders – yes it has been MESSY – but for this niche that’s ok – it’s they way it needs to be !

By: mack collier

mack collier — Sat, 13 Dec 2008 04:47:05 +0000

Sean since Motrin is in the pharma industry, I can cut them a bit more slack about being hesitant to interact directly with customers via SM, as there might have been legal issues to consider?
But I agree with you, if Taxi worked with Motrin to get that ad/campaign off the ground, then they should have been monitoring online feedback about it. And they should have had Motrin as engaged as possible with the target market.

By: Sean Howard

Sean Howard — Sat, 13 Dec 2008 04:10:03 +0000

Thanks for wading in, Mack! For anyone that isn’t aware, Mack Collier runs a wonderful Corporate Blog Review that I highly recommend. You can see it here: http://tinyurl.com/6r8cwq
Good point re: the shift in perception and willingness by more and more of us to allow for companies to make mistakes. One thing intrigues me. The lack of preparing customers for engaging even in a worse case scenario. I had a chance to speak to an individual inside Taxi and my first question (about Motrin) was, “Why didn’t you guys just join the conversation early on?” It turns out they tried to but the client wanted to rally the troops and figure out how to respond. By which time it was too late.
I actually think this is Taxi’s fault, still. We have to start educating our clients AHEAD of time on what needs to be in place just in case conversations erupt (good or bad). And any agency that likes doing edgy stuff is playing with fire otherwise.

By: mack collier

mack collier — Sat, 13 Dec 2008 03:58:23 +0000

Good post Sean, a couple of thoughts:
1 – I think there’s a bit of a misconception among companies that (for ex, lets use blogs) when they make their blog ‘live’, that it’s instantly available to the world. Well technically it IS, but just because it’s available to the world, doesn’t mean that the world has the faintest clue that it exists. Companies have plenty of time to play with their blog and get it right. No company (or individual, for that matter), starts out with a perfect blogging effort, and I dare say that the ones that TRULY have exceptional blogs, are constantly changing, and constantly getting messy.
2 – I think customers are beginning to appreciate companies that DO get messy. I think we are all tired of seeing knee-jerk attacks from customers aimed at companies that make social media mistakes. As long as there is an honest effort to better use these sites/tools to connect with customers, the customers will usually cut the company some slack.
Now’s the time to get messy, the pigpen is only going to get more crowded the longer you wait!

By: Sean Howard

Sean Howard — Fri, 12 Dec 2008 17:43:19 +0000

@Eric: Wow! Congrats on taking a risk where it had the opportunity to impact you directly and financially! I’d love to know what you’ve learned or explored as a result of having the experience of running the blog.
@Cindy: Well said! One of the challenges I think we are all facing is how to scale “making the right connection” in our various areas. We’re used to working in a realm of scalable mass communications. But when we need to connect with someone personally, this is a completely different game. We require new approaches. I’d love to know what you’ve learned by watching your clients participate in this type of activity.

By: Cindy King

Cindy King — Fri, 12 Dec 2008 12:27:06 +0000

As I was reading this, I drew parallels with my world.
As a cross-cultural marketer I often ask my blog readers to “Shoot, ready, aim” when connecting with international markets.
In addition to needing feedback, this starts the learning process for acquiring international skills.
Just like with social media, it’s all about making the right connection in an environment that is different or changing.

By: Eric Hoffman

Eric Hoffman — Fri, 12 Dec 2008 04:21:21 +0000

As a marketer, I agree with your premise of jumping in with social media. When we started a blog, our boss gave us the caveat that if the blog created some sort of ‘problem’ that we would be out our bonuses. Well, it’s now over three years later and we’ve gotten our bonuses every year since the blog has been up…
Thanks for the reinforcement Sean!

By: Sean Howard

Sean Howard — Fri, 12 Dec 2008 02:24:12 +0000

Hi Beth,
Thank you so much for the comment and the kind words.
I think there is still a role for consultants and agencies, but I do hope more marketers get their hands dirty and start to participate at least a little. It will at least change the dynamic of the conversations people like you and I are having with our clients, which would be a beautiful thing, no??
Sean

By: Beth Harte

Beth Harte — Thu, 11 Dec 2008 23:45:13 +0000

Well, this certainly adds an additional twist to planning as marketers know it!
“It is time for us to get our fingers dirty.” Love this! Even if it’s just tapping on a keyboard. Social media is indeed forcing business to get involved and have conversations. No more outsourcing to agencies (actual conversations that is).
Great post & food for thought Sean.