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Wednesday, April 29, 2009

Robinette's favorite pair of shoes

by Robinette Gaston, project manager / interactive & new media

Social Media: Why Not?

In 2002, Crocs were introduced as the perfect footwear solution—in the spa. Yes, Crocs were originally intended as spa-shoes in lieu of standard foam flip-flops. Spa-goers then took their Crocs to the garden and the beach.

Before long, Crocs started showing up in places where they didn’t necessarily belong, quickly supplanting tennis shoes and sandals in casual situations. During winter months, summer Crocs went on the shelf and you could pick up a fleece-lined pair for frolicking in the snow and slush.

So why do people wear Crocs? Because they were so good for their original intended purpose, they are good for just about everything else, right? 

Social media was originally intended to connect peers—to provide a platform from which you could say whatever you wanted for anyone to see.  And, usually, your audience was your friends and family, and the occasional passersby.

Viral media, which is a rare phenomenon, happens when social media is outrageous enough to attract the attention of a broad audience that is willing (not forced) to spread the message.

What Crocs can teach us about social media is this: when you remove something from its original intended purpose, you run the risk of doing something that’s silly at best and inappropriate at worst.

The existence of black Crocs does not justify wearing them with a tuxedo, for instance.  Similarly, the existence of Facebook, Twitter, YouTube, et al, does not justify plastering your company’s image on any or all of them. 

This rule, like all others, has exceptions.  If you own a brand that Facebookers and Tweeters want to fan and follow, by all means, blog away.  But don’t feel obligated to—especially if you lack a pertinent message to share. 

So before your company jumps into social media, consider this:

  • Social media is about connecting people
  • Viral happens—it cannot be planned or produced
  • It’s important to ask “Why?” before using social media
  • Negative viral spreads faster than positive viral–it may be better to stay away from social media than to risk using it in the wrong way

 


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