You talkin' to me? Well I'm the only one here.
You’re A Douchebag: Social Media Name Calling Or How I Learned To Love My Inner Douchebaggery
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By Steve Farnsworth (@Steveology)
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The empty suits that lead most companies are highly adverse to negative feedback, and that is unfortunate. With social media that knee jerk reaction cripples the effectiveness of a marketing organization. And it is going to get worse for those who shy away from the inevitable name-calling and disapproval that social media significantly facilitates.
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When you launch a campaign and someone writes an angry blog post pontificating why you and your company should have been killed at birth, and how you have defamed everyone, living and dead, most companies will terminate the offending campaign with extreme prejudice. Burying it in the backyard under the cover of night.
Being Offensive Repels Our Customers…Or Does It?
I get called “colorful” names from time to time. The funny part is I rarely, if ever, know the person saying it, or have I had any interaction with them. They see one of my tweets or read a post from my blog, and quickly tell their social network what an a-hole I am. This is the Internet’s version of flipping someone the finger while driving: something that people never have the guts to do in person. These drive-bys happen often enough to me and my blogging peers, and I am really small potatoes. I suspect that the Chris Brogans and Guy Kawasakis of the world get this by the truckload.
So why is that relevant? Anytime you say or do something in a public forum, no matter how insightful or well meaning you are, someone is not going to like you or what you said. If you’re a business someone is not going to like your campaign, ad, or latest product.
Your Momma Is So Ugly That…
So, is it worth being provocative, creative, or interesting and possibly offending one person in a 100 so you can speak with the other 99? Yes, it is. It is the cost of communicating. Besides, the Internet is fully stocked with bags of crazy. You just can’t avoid it.
For spending my time blogging and Tweeting I get to meet some of the best social media and communications minds in the field, and converse with readers who educate and make me think. For me, the occasional wince I feel when reading groundless or mean-spirited potshots, as opposed to valid criticisms, is totally worth the reward. And it should be for your communications and marketing efforts too.
Got Lemons? Make Lemonade.
What if it is more than a few naysayers tossing poop bombs at your brand? If you get a stream of negative comments you might have an incredible opportunity, if you are willing to take what is being said to heart.
Motrin did a web commercial that many felt equated motherhood to a fashion statement. The gist being that wearing a baby sling made you look like a “real” mom, but it hurt your back carrying the little ankle-biter around: “We feel your pain. Take Motrin.”
When bloggers and the Twittersphere started to take them to task, Motrin enthusiastically fell on their own sword, and removed the offending ad. It was replaced with a bland apology. The incident quickly faded into a case study for social media nightmares.
Yikes! They Want To Talk To Us
So, let me get this straight: The very moms that Motrin identified as important, and spent time and money to reach out to, wanted to talk to them. What did Motrin do? Motrin shut their ad down, went running from the room, ending the dialog. Why?
If your CEO embezzles the pension fund, barbecues puppies in a YouTube video, or talks about the impending race war during their next press interview, swift action and apologies all around are very appropriate.
However, the common refrain from those offended by the Motrin Moms ad was, “You just don’t get me!”
Face The Music And Engage In Conversation
What if Motrin had left the ad up for a little while, listened, responded, and created a dedicated team to facilitate a dialog around their concerns?
The team could:
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Express its sincere concern
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Ask for help in understanding the issues
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Seek guidance on what they could do better
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Share back what they were learning
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Develop deep relationships with key customer influencers
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Take action to create communities around the core issues that emerge as important to those moms
You Can’t Buy That Kind Of Marketing
What a freakin’ bonanza! Sure, some moms are going to tell you that they wouldn’t pee on your heart if it was on fire, and then disengage. However, those who stay around for the conversation will often become brand champions after they feel truly heard and see concrete results based on their feedback. Too many companies are squandering these opportunities.
So, before you commit corporate hari kari with a dull butter knife, ask if there is a golden opportunity in having a conversation with those who are upset, and by doing so nurture brand champions in the process. Can you take a little uncomfortable disapproval and in the process win new fans? Or are you going to run away and cry when someone says your Motrin Mom dresses you funny?
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Hey, you’re looking good. Have you been working out? Oh, can you help a brother out and share this post with your friends? I’m just saying….
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Paul
July 11, 2010
nicely said you jerk
:)
Steve Farnsworth
July 11, 2010
Thanks for your kind tweet and for adding me to your blog roll. I take back all those mean things I said about you! :-)
Paul Roberts
July 12, 2010
(the other) Paul, beat me to it, but well done for a D-bag.
Steve Farnsworth
July 12, 2010
Thanks, Paul. Coming from someone like you, that really means something. ;-)
40deuce
July 12, 2010
Great post Steve.
I think a lot of companies getting into the space find that everyone having a voice, positive or negative, is a scary place.
I like your suggestion in what Motrin could have done. What most companies don’t realize is that negative feedback can really be a good thing. It lets you know where you’re failing and helps you to fix it and get it right. Too many people are afraid of criticism though and just turn and run or try to offer something to make it look like they care on the surface level. Bad criticism can be just as much a friend to a brand as their champion supporters. Supporters congratulate what you’re doing already, but negative commenters can make you better in the long run.
Guhmshoo
July 12, 2010
Love this post Steve. BTW, you smell. I’ve always wanted to say that to your virtual face! So what are you going to do about it, huh? Engage me. Ha!
Ron Schott
July 12, 2010
Great post.
I’ve seen my fair share of hesitancy after the “but everyone’s doing it, so we should too” approach.
You do a great job of actually calling out the problem that happens when companies stop being guarded and start being real (Wow, that just sounded like a Real World intro).
Cheers,
Ron Schott
Spring Creek Group
@ronschott
David Christopher
July 18, 2010
What can I say Steve…when I first engaged with you I thought you were this nice kind hearted man….then I find you are as out-spoken and as controversial as me ;-)
A little tough criticism is good for the soul.
Too many companies these days are seeing social media as a threat rather than an opportunity and prefer to stick their head in the sand.
It’s time to get real!
Nice post and well said.
Steve Farnsworth
July 19, 2010
I’m glad to have found a kindred spirit!
Tom Myer
August 14, 2010
Douchebags, trolls, and other idiots are the tax we pay for participating in social media…..or hell, in life. Achieve something, and soon enough someone will come along with something stupid to say. Reminds me of all those guys who sit on their butts all day and criticize professional athletes. Wow, they get winded when they walk down to get the mail, but I should really listen to what they have to say about this or that quarterback’s performance….feh.
Steve Farnsworth
August 14, 2010
Given how many books you have done, I’m guessing you know the drill pretty well. I have to wonder, is the neg feedback you get different in any way since your books are tech?
Tom Myer
August 14, 2010
It’s interesting what the ratio is. I’ll get maybe 10% constructive/praise stuff, 10% constructive/negative, and then about 80% wingnuttery. At least its easy to ignore the crazy/ranty stuff because they aren’t people who I would normally have in my circle.
I’m also pretty careful going in to a project to do audience analysis, try to look at things the way the audience would, try to take some predictable or at least satisfactory approaches. Not necessarily playing it safe, because you can never have that, but at least be open to a conversation.
Of course, the worst format of all time for “conversation” is a book, ha! It’s more like a monologue.
Ryan Tracey
August 14, 2010
This article is perfect timing for me, Steve, as I have just read quite a rude comment on my own blog.
I totally agree that companies should engage with their customers on social media, especially when they have provided negative feedback.
As for individual blogs, there is another dimension: the “I know more than you” troll. Rather than “you’re a douchebag”, this kind of loser is patronising – and usually twists your comments around in the process to support a circular argument.
So I think I’ll hang a copy of this quote on the wall: “Is it worth being provocative, creative, or interesting and possibly offending one person in a 100 so you can speak with the other 99? Yes, it is.”
Steve Farnsworth
August 14, 2010
I know it’s not easy, but you are in good company. Keep up the blogging!
Michele Price
September 26, 2010
I love your analogy of what Motrin could have done.
I have recently started embracing the controversy and recognize it for the blessings it brings.
It’s all a mindset. It also helps to have a good core of centered friends to keep you grounded.
Steve Farnsworth
September 26, 2010
I think people are scared of looking bad. If you never take calculated risks, you can never be great!
Lauren Auverset
June 4, 2012
Excellent article, thank you for writing this! :)
Lisa Gerber
December 31, 2012
Interesting. And I like the approach you suggest for Motrin. It reminds me of the Gap logo- the one they pulled prior to launch just because of social media backlash? I thought they were running from something with less than a good sample from their market. Brands need a bit more backbone these days.