We in the social media space offer our professional lives up as open books. Some of us disclose minimal personal information. Others put up boundaries and clearly separate what is social currency and what is not. So long as our level of comfort is supported by our family and friends, I see little concern.
But how much is too much? >SNIP< All of these questions beckon to be answered as we all grow into this still new dimension of the greater media mix. Personal publishing and the social web give us unprecedented opportunity but with equally as unprecedented exposure. Where will the line be drawn to determine what is and is not for the offing?
As I commented on Jason’s blog, I think this is one of the ways communications is changing. As we evolve from broadcasting our clients’ messages to participating more in the communication process, the walls between business and personal begin to blur. How much personal detail marketers disclose will vary from person to person and culture to culture. When doing business in China, for example, you’ll get much more personally involved.
"Enough About Me. Let’s Talk About You. What Do You Think About Me?" By the nature of our jobs, most of us don’t want to be the center of attention. It makes us nervous and we have to be careful not to make it all about us. So how much is too much? It will vary from person to person. But as Jason Falls shows us the key to figuring it out is based on personal experience.
As information disperses wildly/widely through personal channels, marketers must revert from “sticky” mentality to “slippery.” Sticky websites require lures and hooks to get people to our sites and then lock them in. Slippery ideas enable wide distribution of our brand into daily life (Originally articulated by Mark Earls via Fallon’s Aki Spicer).
A client, er, someone might ask -- why create profiles on video/photo sharing sites and social networks when you have a perfectly good website?
The answer to this question is the Jeep Experience site. The Jeep brand planted its flag on Facebook, MySpace, YouTube and Flickr over time. Rather than a heavy-handed approach, Jeep merely facilitates online fan gatherings and consumer-generated Jeep content.
Jeep now aggregates all of this content at the Jeep Experience. It brilliantly illustrates the slippery over sticky approach. Back in the (dot com) day, a brand would try and build the Jeep Experience site and spend tons of money attracting eyeballs. It would cost you twice as much and be half as effective. This is generous math if you consider Bud.TV as a more recent example of a sticky content play.
Even more recently, Tommy Hilfiger launched TommyTV. Music is being used to sell everything from coffee to deodorant, so why not clothes as well?
TommyTV has the right goal -- to make an emotional connection with its customers. But the execution still feels like a brand hoping the sticky approach works instead of giving up control. TommyTV has a YouTube presence, but it’s downplayed on the site.
So clean up your act online and go from sticky to slippery like Jeep (who gets the Gallant). For trying to have its cake and eat it too/2.0, TommyTV gets the Goofus.
Hometown Proud So while I was building an industry network that “spans the globe” (that unintentionally sounds dramatic), I was missing a lot going on in my own backyard. By adding Twitter and Facebook to my online habits, I've connected with a much larger circle of Cincinnati social media.
In addition to the more well-known companies like P&G and personalities like Nielsen Buzzmetrics’ Pete Blackshaw, we have startups like Pimp My News and Photrade. I’m not surprised, just happy to officially join the fray.
A handful of PR agencies are up for work around the Beijing 2008 Olympics, including "public relations strategies to be used before the games, media background and market analysis on how China is perceived in the West." Via Mediabistro
OK, before I give my perception, I’ll invoke tenets from two other PR bloggers.
Gomes Eighth Law of PR:"No amount of PR—no matter how carefully or strategically applied—will help a faulty or underperforming product in the long term."
Lally’s Tinkerbell Marketing Principle: "At one point in the play, Peter’s little fairy friend Tinker Bell starts to … well (cover the kids’ eyes) … die. The only thing that can save Tink is if the children believe in her. SNIP That’s the way some marketers think. If you only believe enough, everybody else will believe too. Then it will be true. Then all will be well"
So WTF kind of strategy would YOU propose to sell an Olympics being held in a country where even the Dali Lama cannot intervene to stop the abuse of human rights?
David Parmet notes, "This is not a PR problem, this is a humanity problem. If your clients are in bed with China, don’t be surprised to find yourself covered in fleas."
Yeah, playing off that, the Olympic Committee made their bed when they chose China to hold the event. Short of ending the human rights abuse, what could a PR firm possibly do to solve this problem for China? Some heads of state are boycotting the Olympics. The PR agencies should as well.
One of the things I (sometimes) miss from my agency days is writing case histories. It was getting tough to spin the problem/solution/results formula after several years, but it gave me first-hand access to my clients’ customers. That access always made it easier to find an interesting angle to the story.
In a recent post at the other blog, I noted that the toys are fun, but social media is more about conversations than technology.
We have to move from being broadcasters, pushing out carefully scripted messages, to being brokers. This means participating more directly than we’re used to, in plain view of our clients’ customers and giving up control of the messages.