Ospiti graditi o imbucati ad un party?
Adliterate, uno dei miei blog preferiti, sembra essere dello stesso avviso, ma rincara la dose e non ci va certo leggero.
Brand's do have personalities and I spend a lot of time thinking about powerful personalities for organisational brands that capture the specialness of the place while legislating for it to be delivered in every expression of that brand.
But just because a brand has a personality doesn't make it a person.
And I want my relationships to be with people not businesses. Sure that can be the people in those businesses but not the business as a whole.
It's why I refuse to join "loyalty" programmes regardless of how fanatical I am about the brand or the bribe that they are offering to hand over my loyalty. I am loyal to people not to brands.
Spesso le aziende sembrano abbracciare i social media senza averne compreso la cultura e quando questo avviene i disastri sono inevitabili
Guys just because you can doesn't mean you should.
At least in traditional media there is a basic level of respect that keeps the communication inside ad breaks and clearly demarcated from the content. But on the internet brands brands wander around like really irritating guests at a party, intent on looking in every room, having a butchers in your wadrobe and trying on your pants.
Cercare di imporre logiche dei paid media sui social media, sembra irritare anche chi di mestiere fa il brand advisor.
"And this behaviour is driven by unscrupulous brand advisers that treat the internet like the big trawler fleets treated the oceans for much of the twentieth century - a place where you can do what the fuck you like, cause any amount of damage and never suffer the consequences in your lifetime.
Even those of us that eat, sleep and drink brands acknowledge that there are places where brands aren't welcome. And I am increasinglly of the opinion that social media is one of those places."
Non tutti hanno una posizione così radicale come Adliterate che conclude le sue riflessioni scrivendo:
there are many brands which I am absolutely fanatical about but I don't want to be their friend on facebook because, and I hate to break this to you, brands are not people.
"a). you deliberately obfuscate the real and meaningful difference between 'friend' and 'fan'. Who knows how successful Facebook's new model will be, but it certainly looks better than previous attempts to me (interrupt my viewing pleasure with something at irrelevant, anyone?)
b). you also tacitly imply that any attempt by a brand to engage with people in social media is equivalent to trying to be their friends. It isn't.
a). corporate blogging clearly is a good idea. It allows companies (more specifically individual people that hold positions in them) to have a conversation with some of their most engaged customers."
"The doors are open 24hrs nowadays old man, not just every 15 mins for 30 seconds at a time."
Robert Mortimer ritiene che i "brand" dovrebbero non solo partecipare alla conversazione, ma anche offrire un contributo (per non apparire come degli imbucati ad una festa).
"They to brands appearing on social networking is that they say or offer something to make their appearance relevant."
I "brand" devono quindi decidere se vogliono essere considerati come ospiti graditi o come degli imbucati ad un party; se impareranno a muoversi con rispetto nella "parte abitata della rete", sono sicuro che molti dei pregiudizi da parte degli abitanti della rete nei loro confronti, si attenueranno moltissimo.
L'immagine è di Better then blonde.