Digital has profoundly changed
our ability to share and spread the word on things we care about. The
democratization of influence is such an important cultural force that its
ultimate impact is nigh on unpredictable. We know it will be huge, but as to
how huge and how it will alter the human order, we haven’t the foggiest idea.
our ability to share and spread the word on things we care about. The
democratization of influence is such an important cultural force that its
ultimate impact is nigh on unpredictable. We know it will be huge, but as to
how huge and how it will alter the human order, we haven’t the foggiest idea.
Progressive brands have been
relatively quick to jump on this band wagon. Hundreds of brands have attracted
huge numbers of followers by tapping into the human desire to be a part of
something they care about.
relatively quick to jump on this band wagon. Hundreds of brands have attracted
huge numbers of followers by tapping into the human desire to be a part of
something they care about.
Yet the interaction and
participation rates in most brand social programs are abysmal. Which means we
need to ask why there is such a drop-off in consumer excitement between the
moment they sign up and how they feel in ensuing weeks and months.
participation rates in most brand social programs are abysmal. Which means we
need to ask why there is such a drop-off in consumer excitement between the
moment they sign up and how they feel in ensuing weeks and months.
I think one of the big reasons is
that in most cases, it’s the brands themselves that are credited with the
commentary delivered in service of their businesses. People don’t want to talk
with brands, they want to connect with people.
that in most cases, it’s the brands themselves that are credited with the
commentary delivered in service of their businesses. People don’t want to talk
with brands, they want to connect with people.
Would you choose to try to have a
conversation with your tomato paste? Your PC? Your smart phone? Of course not.
Even if these items could speak with us, we probably wouldn’t be much
interested in what they have to say.
conversation with your tomato paste? Your PC? Your smart phone? Of course not.
Even if these items could speak with us, we probably wouldn’t be much
interested in what they have to say.
The appeal of social is rooted in
authenticity and personal experience. The idea that a real person is sharing
their thoughts and ideas with you. When a brand speaks, its authenticity and
motives are naturally suspect. For a half dozen reasons:
authenticity and personal experience. The idea that a real person is sharing
their thoughts and ideas with you. When a brand speaks, its authenticity and
motives are naturally suspect. For a half dozen reasons:
1. Brands aren’t people. They are business
entities with a single objective: maximizing profit. There is no personality or
complexity to such an objective. Only a single minded focus on delivering
revenue.
entities with a single objective: maximizing profit. There is no personality or
complexity to such an objective. Only a single minded focus on delivering
revenue.
2. Brand speech is and feels vetted and
milquetoasted. Since most major brands are owned by multibillion dollar
multinational companies, the messages issued on their behalf must be carefully
constructed and scrutinized. The operating principle in such a process is to
offend no one, and ultimately therefore to say very little that is
controversial.
milquetoasted. Since most major brands are owned by multibillion dollar
multinational companies, the messages issued on their behalf must be carefully
constructed and scrutinized. The operating principle in such a process is to
offend no one, and ultimately therefore to say very little that is
controversial.
3. Brands have communication objectives.
Well, I suppose people do as well. But whereas most person to person speech is centered
around opinion and a quest for the truth, brand speech revolves around benefit
messaging and copy points. Not exactly a riveting read, at least in general.
Well, I suppose people do as well. But whereas most person to person speech is centered
around opinion and a quest for the truth, brand speech revolves around benefit
messaging and copy points. Not exactly a riveting read, at least in general.
4. Brand speech sounds corporate. Whether
written by PR agencies, ad agencies, or internal teams, the “sound” of brand
speech is generally hollow and formal. Like reading the collected works of
Enver Hoxha.
written by PR agencies, ad agencies, or internal teams, the “sound” of brand
speech is generally hollow and formal. Like reading the collected works of
Enver Hoxha.
5. Brand speech is anything but candid.
When people write about brands, their comments are often laden with immediacy
and emotion. But because emotion is slippery territory for brands, most brand
social teams fob off emotional commentary with throwaway lines like “Please
know that we take your concerns very seriously.”
When people write about brands, their comments are often laden with immediacy
and emotion. But because emotion is slippery territory for brands, most brand
social teams fob off emotional commentary with throwaway lines like “Please
know that we take your concerns very seriously.”
6. Brand speech is often disconnected from the
brand. When companies outsource brand speech, even the tenuous connection
between a brand’s “authenticity” and what is said in social venues is suspect.
Outsourcers are by their very nature very conservative exponents of a POV.
Agencies generally don’t get fired for boring speech – they DO get fired every
day for saying interesting things that put a stake in the ground about a topic
or issue.
brand. When companies outsource brand speech, even the tenuous connection
between a brand’s “authenticity” and what is said in social venues is suspect.
Outsourcers are by their very nature very conservative exponents of a POV.
Agencies generally don’t get fired for boring speech – they DO get fired every
day for saying interesting things that put a stake in the ground about a topic
or issue.
In my view, brands need to
rethink the desire to have a brand “speak” on its own behalf. Instead, brand
messages should be delivered by real, on the record people. Whether employees,
or endorsers, or self identified evangelists, the folks that deliver
information about a brand, and at brand expense, need to have the credibility
that comes from authenticity, candidness, and passion. Recognizing that brands
must be careful about what they say, it’s important that we start promoting
real individuals as brand representatives – people who express their own POVs
as part of a larger effort to involve users in the strength and future of
brands.
rethink the desire to have a brand “speak” on its own behalf. Instead, brand
messages should be delivered by real, on the record people. Whether employees,
or endorsers, or self identified evangelists, the folks that deliver
information about a brand, and at brand expense, need to have the credibility
that comes from authenticity, candidness, and passion. Recognizing that brands
must be careful about what they say, it’s important that we start promoting
real individuals as brand representatives – people who express their own POVs
as part of a larger effort to involve users in the strength and future of
brands.