Fighting the urge to scratch your itch

Posted on October 28, 2009. Filed under: Public Relations, Social Media | Tags: , , , , |

It is easy to lose sight of the important fact that disparate groups compose a brand’s social media landscape.

Social media users put important parts of their identity on display.  And when one’s identity has a stake in something, emotions will be involved. A Facebook user might join a fan page of a product simply because it’s cool, and a Twitter user motivated by a sole bad experience might suddenly complain about it. But the sort of complaints one might see on a forum dedicated to a community with strong preexisting beliefs about how a product or service ought to be will be of a whole different intensity.

For instance, popular novelist Dan Brown can count 97,000 fans on his official Facebook fan page and hundreds of related user-created pages, and it is not likely that many will be critical of him. On the other hand, forums or blogs dedicated to writing will likely be hotbeds of harsh criticism of his work.

Part of the established social media landscape around your brand may have engrained beliefs about your product tied to the community’s identity and perhaps even be the reason for a particular group’s existence. In this part of the blogosphere it’s more likely that a criticism will be tied into how the critics perceive their group, and so it may often be the case that the group is emotionally invested in advocating against your brand in a way that a disappointed customer might not.

These criticisms are likely not based on anything you could or wish to change but rather based on their beliefs about how things ought to be done. Nor is the group likely to be visible or influential to your target customers. As such it may be better to watch the group to see why their criticisms matter to them, or for ideas that may improve your products or services, rather than engage these critics.

As you identify groups that matter, you’ll likely find that existing social media channels such as MySpace and Facebook give you the mechanisms to grow the positively disposed but disparate communities where you can steer potential clients while further isolating the echo chambers of your harshest critics.

Damien DuPont is a report writer and quality assurance specialist in the Dow Jones Media Lab and is based in New York.

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