I don’t intend for this blog to suddenly become all social media but this post by Kathy Sierra on gapingvoid.com seems too pertinent to ignore.
As it seems that every business is leaping on the social media bandwagon, Sierra reminds us that you can’t put marketing lip-stick on a pig of a product. Nor indeed does a lily require gilding.
Social media is a potentially valuable marketing channel but it is also more fragile than people might think. Used intelligently, as an active dia-logue, it can enhance customers’ relationship and engagement with a product, service or organisation. Used leadenly, as yet another monologue, people will rebel.
If people come to see Facebook or Twitter or Whatever.com as primarily a marketing broadcast channel, they will desert in droves.