Tuesday, February 22, 2011

Social Tuesday - You Never Had Control of Your Message

I had a delightful dinner last night with Kristien Del Ferraro (@KDel713) of Humongo Agency and her husband Daniel (@DannyDGoatee) in Windham Mountain, NY. Kristien and I were discussing Brand's being nervous about getting involved in Social Media and how they fear losing control of the discussions or their message.

Brands you have never had control of your message!

Do you really think that by not having a Facebook Page, Twitter Account or Blog, that customers aren't talking about you? Did this work with BP? Or Tiger Woods? That we just accept your Press Releases or Advertising at Face Value? The fact is we are all talking about you all the time whether you are there or not. So why not participate. Why not engage? Why not set proper expectations? 

I am writing this post because of he NY Knicks. They have been in talks to get Carmelo Anthony from the Denver Nuggets all season. Doing a Google Search for the NY Knicks Blogs I find these blogs. All of which the Knicks have ZERO control over the content.


When I go to their Facebook Fan page unless I change the filter to show fan posts all I see is the posts from the NY Knicks. There are many reasons for this. One is not to clutter and cloud out what they post. I get that.But they don't have a place for Knicks fans to discuss the team.


But people are CLEVER! Yes people are suckers. But they are also CLEVER! The Knicks wanted to show case their young rookie Landry Fields who has been kicking ass. This is his moment in the spotlight. Yet his interview got hijacked by the fans wanting to discuss the Carmelo Anthony situation!


If the Kicks were smart they would customize their Facebook page or steer Fans to somewhere to have this discussion. The only reason they chose this Facebook post for this discussion is because they didn't see a place on the Fan Page to do so. The Knicks forget that Social Media has the word Social in it. That if Fans wanted push advertising/promotions they would sign up for their email Newsletter!

I highly recommend participation real time. If your customers hate your Brand you won't last long in business. You can stop rumors in their tracks. You can help guide and steer expectations. You can even turn around disgruntled customers into Brand Ambassadors with the right forms of engagement. But if you think that sitting on the sidelines with your head in the ground like an Ostrich means people will not talk? Preposterous! 

Addendum 2-25: Many Knicks fans have questioned whether the price paid for Carmelo Anthony was too high. The Knicks who own MSG Network had their highest one game ratings since 1995. LINK

2 comments:

  1. agreed. we just used to THINK we were in control. but we never really were. and what's to be gained by being in control? you know who likes being in control? fearful tin pot dictators. that's who!

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