Facebook Is Not the Answer, Part II
Earlier this week, AdvertisingAge reported on a talk by Procter & Gamble interactive marketing exec Ted McConnell, with the provocative title: “Digital Guru Not Sure Marketers Belong on Facebook.” Reacting to the attempts to “monetize” social media sites, McConnell explained, “What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?”
I discussed this issue in detail in early August, advocating that organizations move away from thinking of social media sites like they do television, radio, or billboards, and instead uncovering new ways of using social media to build relationships. McConnell also brought up this point, dispelling the “media” aspect of “consumer-generated media.”
“Who said this is media,” McConnell asked. “Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant…We hijack their own conversations, their own thoughts and feelings, and try to monetize it.”
Recently, USF public relations students in my Writing for Public Relations classes have been doing research on college students and attitudes toward branding, brand loyalty, and how they are dealing with the economic downturn. While I won’t divulge much of the information they’ve uncovered, since we’ll be releasing it over the next several weeks, I will reveal that the brands students are most loyal to interact with them in ways they desire, such as sending discount coupons through the mail, not by blitzing them with ads on Facebook and MySpace.
I also wonder if the rock band Pearl Jam might provide some lessons about how organizations should reach out to customers. At the height of its worldwide fame, the band stopped making videos and cut back on marketing, essentially removing themselves from the mainstream pop universe. While it shed casual fans, it built online communities of dedicated followers, even handing over control of its music. For instance, allowing people on fan sites to trade bootlegs legally.
As a result, Pearl Jam now has a large, dedicated group of fans that sell out every show and support its CDs. While it will probably never reach the heights it did with its first several albums, in terms of overall CD sales and radio play, one could argue that Pearl Jam is more popular than ever.
I think the answer lies somewhere in the idea of building a group of intense users and then figuring what that group wants from the brand and how to deliver it in the most efficient manner.
November 21st, 2008 at 17:37
Hey Professor Batch,
Long time no talk! Yes, I’m still reading your blogs these days.
I think you were right on the money when you advocated that “organizations move away from thinking of social media sites like they do television, radio, or billboards, and instead uncovering new ways of using social media to build relationships.”
That open dialogue is key, but I think that listening may be the first (and most important) step. You may not be able makes tons of money, but in the reality of today’s media landscape not listening can cost you. Case in point- Motrin. Even if the organization wasn’t interested in participating, they would have seriously benefited from hearing about the issues with their commercial earlier, rather than later when it became a PR disaster.
Another thought (as I learn more and more at my job- internet marketing): At this point, social media lends itself more to branding. If you’re expecting to see a jump in sales because you added an application on Facebook you’re bound to be disappointed.
November 21st, 2008 at 17:58
I think the key is a synthesis of the two - building branded, niche communities and developing communities on existing social networking sites.
Using social networks as an advertising platform shows ignorance about social media, but building a fan page that allows fans to engage with and discuss the brand can be extremely beneficial in both the short and long run - because it highlights the “social” aspect that is integral to new media campaigns.
One of my largest clients has a substantial fan base that we have built personalized communities for, much like the Pearl Jam example. We still have a presence on Facebook, MySpace, and Twitter to draw in new members by promoting our products in an environment that doesn’t scream “marketing!” There’s a fine line to walk, and my role is to make sure that the client still remembers to LISTEN to those communities.
Very interesting.
November 22nd, 2008 at 21:32
Hello Tory and Meg, I thought about both of you as I wrote this entry and the one earlier in August. You’re both now much more authoritative on social media than I am, so I appreciate your comments. I think you’ve both hit on what I’m advocating, which is that organizations stop equating social media with advertising.
Social media, from my perspective, is about conversations. Users don’t want to be marketed to when they are hanging out with their virtual friends. If they choose to interact with a brand, it is their choice, just like playing music at a party or something. Just because I put on Pearl Jam, doesn’t mean that I want a record company or music store rep walking up to me and trying to sell me something.
It just seems that what the user wants from social media is so far removed from traditional advertising/marketing.