March 19, 2008 by Colin
You know, I’m beginning to think we’re due for a big shakeout – and untested social media tactics will be the first things to be thrown off the boat.
The economic indicators are there. Credit crunch. Everyone running to the security of gold. Drops in same store sales. The convergence of climate change worries with $100 oil.
When consumers decide to moderate their spending, where will companies cut their expenses? Bodies.
Bodies that do not have a quantifiable impact on sales.
Have any of your pitches included “starting a conversation” as a goal lately?
Are you REALLY looking for input from your consumers and stakeholders? Or does your idea of consumer generated content really just mean getting internet geeks to design edgy YouTube videos for you?
In a recession, co-creation can be another way to hose your ad, marketing and public relations agencies.
I’m arguing that companies under the gun, facing the knife, don’t really give a f*ck about what the public has to say.
They just want you to buy jars of tomato sauce, BeDazzlers and environmentally friendly printer paper.*
Sure, they’ll play along – but only to avoid product safety claims, grief about shift firings and to avoid repaying tax concessions granted when they built the local plant.
Consumer contact will revert to market-testing, sampling and insincere gladhandling on the shop floor.
Oh – and if you’re a new hire in a PR firm, I hope you’ve been developing a diverse skill set. It would suck to be the new “social media star” that gets thrown out with the bathwater.
*if you believe that there’s any such thing as enivronmentally friendly printer paper, you’re an idiot and a sucker.
[tags] conversation, cluetrain, customer service, recession, economic downturn [/tags]