Don't Play Lifeguard in the Social Community Pool
While some may secretly harbor the dream of being the next David Hasselhoff (present company excluded), it's important to not act on that dream and be the corporate lifeguard in your social community.
"The Hoff" aside, we should all learn from the mistakes the music industry made and continues to make with regard to their customers. We don't want to go down the same lane twice.
The music industry didn't first seek to understand the huge benefits of digital music when it first arrived (no more physical inventory, shipping, store theft, real-time feedback, trackability, etc.). Instead, the music industry immediately focused on the negative effects of piracy.
Their first approach was attempting to put their users -- the people who loved their music and wanted to listen to it -- behind bars or preventing them from listening to the music. Funny strategy since, prior to the digital age, record labels used to drive around giving radio stations free promotional records and CDs. More than a few of us have CDs labeled "For Promotional Purposes" and the closest we ever became to being a DJ was using our Speak & Spell.
Let's not allow history to repeat itself. Social networks are a new pool to swim in for many corporations. As discussed in my previous column, "Don't Be Afraid of Social Media -- Your Customers Aren't," the John Deere corporation boasts more than 500 John Deere groups being developed by the Facebook community (none by John Deere); companies may be slow to move, but customers and fanboys aren't.
Let's dive a little deeper into the John Deere example (a lovable brand). A logical first reaction of an executive at John Deere who stumbles upon these 500 groups, many of which are using trademarked material, could be: "send a cease and desist letter to all these groups -- they can't use our name or logo -- who do they think they are!" Instead, remember that these are loyal customers so in love with your brand that they took time out of their busy lives to write, post pictures, and share an experience around the John Deere brand.
Sending a cease and desist letter is exactly the tact the music industry would employ. What will this likely accomplish?
- Alienate a loyal customer base.
- Highlight the fact that you "don't get it" with your Web savvy customers.
- Could turn into bad public relations if the user scans and posts the letter on the Web (including the social network itself).
- Waste time and energy sending flame letters rather than formulating a social networking strategy.
Instead, wouldn't a company see this as a valuable opportunity to further connect with some of their most loyal users? Wouldn't this be a more prudent course of action?
- Select the customers that posted the top 10 most popular groups.
- Invite them to your headquarters.
- Learn from them.
- Let them share their knowledge and help formulate your social network strategy.
- In turn, they'll then most likely point the thousands of users in their group(s) to one centralized group.
Just like that you'll now have a start at a social networking strategy, as well as the added benefit of a consumer advisory board you can call on for future issues. Of course, you'll would want to send a cease and desist letter to the owner of the "John Deere Sucks!!!!!" group with the correspondingly offensive urination graphic.
After all, if you have to be the lifeguard, you don't want anybody to pee in the company pool.
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Erik Qualman is the Global Vice President of Online Marketing for EF Education, headquartered in Lucerne, Switzerland. EF Education is the world's largest private educator (Student Tours, Language Schools, Smithsonian, Hult MBA School, Au Pair Exchange, Student Exchange, etc.). Qualman works out of the 850 person Cambridge, Massachusetts office.
Prior to joining EF Education, Qualman helped grow the marketing and eBusiness functions of Cadillac & Pontiac (1994-97), BellSouth (1998-2000), Yahoo (2000-03), EarthLink (2003-05) and Travelzoo (2005-08). Qualman holds a BA from Michigan State University and an MBA from The University of Texas at Austin.
Qualman is a frequently requested speaker within the Internet and marketing community. He's also an acclaimed fiction author -- more information is available at American Novel. A former basketball player at Michigan State University, Qualman still finds time to follow his beloved Spartans.
Article Archives by Erik Qualman
3 Common Social Media Mistakes - Jun 29, 2009
Do Teens Tweet? And Other Social Media FAQs - Jun 15, 2009
15 Social Media Maxims for Marketers - Jun 1, 2009
CEOs Should Drink the Social Media Kool-Aid - May 18, 2009
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