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

Advertisements

About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
This entry was posted in humongo, social media, Social Tuesday. Bookmark the permalink.

2 Responses to Social Tuesday – You Never Had Control of Your Message

  1. vinny warren says:

    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!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s