18

Nov

Episode #39 - Where is the line between Conversation and Content?

Posted by Jay  Published in Media Driving

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Ted McConnell from Procter & Gamble thinks there are places that marketers should stay out of — particularly on social networks.  What do you think?

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nightterror (travis st.denis) said in November 19th, 2008 at 9:52 am

my overall feeling was that he showed a lack of understanding about social media and in particular how brand conversations happen on facebook. the language was ultra-aggressive and imho made marketers efforts in the space to be dirty. i mean ‘predatory’, ’spray and pray’, and ‘hijack’ are awfully strong and not reflective of the reality.

i wrote a little up here: http://terrorinthenight.blogspot.com/2008/11/p-not-sure-about-marketers-in-social.html

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Jay said in November 19th, 2008 at 10:51 am

Thanks Travis! I agree the language was a bit provocative, but I thought there was some value in his point of view. I feel it does behoove marketers to think about where they should and should not be within social conversations. Also, although I agree with the points made on your blog about the specifics of Facebook applications and the like, I think the broader McConnell makes about providing value to consumers, rather than just talking at them. That’s the mistake a lot of marketers make, IMHO.

It’s more important than ever to consider who we might be pissing off with marketing messages. That was my big take away from the AdAge piece, personally.

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nightterror (travis st.denis) said in November 19th, 2008 at 5:27 pm

agree with you on the spirit of what he was saying, it just came out as unknowing and poorly constructed. he could have said what you did and ignored the inflammatory language and irrelevant examples to carry his point more effectively.

do we believe that marketers are being ‘predatory’ or truly ‘hijacking’ conversations? if he’s cautioning us not to then great. call me naive, but i don’t think any marketers (that i’ve seen) are being those things. love to know of examples of those who have been and the fallout though.

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