Socially Adept

Comcast is my Enemybook List - Bob Garfield

I just read Bob Garfield's post on his unbelievably poor experience with Comcast (via Jaffe Juice).  As a current Comcast customer, I'm throwing my support behind Garfield.  I haven't had near the issues with the cable provider as he has, but for what I pay and the level of service I receive, there is no question that Comcast just sucks.

Besides the fact that they overcharge for every little add on, the products they provide via rental (HD Box, High Speed Router) are just garbage.  My DVR (provided by Comcast) barely works and has no storage, but then Comcast raises the monthly fee on the DVR to handle increased storage demand without raising customer storage?  I pay something like $12 a month for HD service, but can never watch anything in HD.  If anyone in Boston was able to watch the Sox-Angels series in HD I would be shocked!  It froze on my every time I changed the channel.

So, Comcast is now on my Web 2.0 version of a "Shit List" - Enemybook.  Thankfully (for me, anyway) Verizon Fios is available in my Neighborhood and the guy next door raves about how reliable it is, how fast his Internet is and the fact that it's cheaper than what I am currently paying for Comcast.  I think I'll take his word for it and make the switch... I recommend everyone else do it as well.

Who owns Social Media? Marketing or Communications?

Recently, we've seen some lackluster attempts to harness the power of social media from some pretty big brands.  Initial thought has been that companies are hesitant to invest in and commit to this type of initiative... even though it's been proven to work time and time again.  Building relationships with your customers is a no brainer at this point.  Consumers have learned to cut through the clutter and find the truth.  If you're putting genetically enhanced rice in your product, you'll lose customers.  However, if you address the issue with your core consumers and brand advocates, they may curb the potential for a mass exodus.

So, why the mediocre attempts to connect with consumers?

It seems that more and more brands are willing to make the investment and commitment, but can't seem to figure out the best way to connect.  After several conversations with people more intelligent than I am, the common consensus is that there are still internal battle's raging over who will own these activities, Marketing or Communications.

As social media touches both departments, understanding who will take on these activities is a greater challenge than anyone expected.  Marketing recognizes the power of reaching customers, but communicators (PR) see the space as a new way to deliver the corporate message.  So, who's right?  Who should control this space?  The answer:

Both!  Smart companies are creating special teams to navigate it's entrance into the space made up of Marketing, Public Relations, Technology, etc.  The creation of these "groups" are a big indicator to where Social Media is headed.  It won't be long before big brands spin off existing staff into a newly defined departments to handle these activities exclusively.  Maybe the gap between Marketing and Communications has decreased so much that it is irrelevant to look at them as separate anymore.

Either way, it is imperative that someone take the lead internally when considering a foray into social media.  As a successful campaign or community requires much more than content, I would advocate for letting Marketing lead the initiative, but to be successful, buyoff from PR is necessary.  Over the next 12 months, we'll begin to see more and more changes externally and internally in terms of social media.  It's time for brands to truly make the commitment... not just throw up a community and hope that someone comes.  What a sad party that would be.

Ad Agencies Still Don't Get Social Media - CVS Bombs

I have to say I am disappointed in Hill Holiday and CVS.  However, because I am in the Industry, it's tough to say where the blame lies for this lackluster site.  Most likely, it was CVS that scaled down the initial "community" recommendation to this destined to fail attempt.

The "For All The Ways You Care" site is just boring.  Other than the chance to win $25k for contributing, I can't find much of a reason to interact.  The site is supposed to be focused at women, but it's not clearly identified.  The stories are way too long and there is only a text option.

So, because "I care," let me offer some advice: Photos, Audio, Video first of all.  Second, let me interact with the author of the stories.  Maybe I have something in common with them or just want to offer support and congratulations.  Additionally, save the $25k and offer the ability to award points for participation that can be added to a consumers reward card.  Believe it or not, points encourage more repeat participation than a one time chance to win $25k.

That's it for now... but contact me if you want to discuss in further detail.

Oh... and CVS.... please let someone redesign your website...it's not 1995 anymore and Studiocom is a good shop!