Allow me to elaborate.
I’m a HUGE fan of a particular consumer brand’s content marketing. It produces exceptional content that is entertaining and continually resonates with the audience – I find it captivating, even mesmerising at times.
It also does a great job of sourcing content from its community and incorporating it within its efforts, and invests a great deal in getting out and about on the road with its consumers.
So, why would I press the unfollow button?
In the years that I’ve followed, mentioned, tweeted and blogged about the brand, I’ve not received one reply. In fact, the only reply I received was from a local store that stocks the brand after I posted about it (an excellent piece of real-time marketing and communication – hat tip David Meerman Scott).
I don’t know if I’m being over-sensitive or expecting too much of the brand here, but after all the mentions and shout-outs, it makes me wonder how much they care.
As Laurel Papworth discussed in this great post, online communities have their own unique relationship to Maslow’s Hierarchy of Needs (check out the great table comparing needs of online and offline communities in Laurel’s post).
In this case, my contributions would relate directly to ‘social’ and ‘self-esteem’ needs. That is, belonging to a community and being recognized accordingly for those contributions.
The strange thing is, even if I do unfollow the brand on Twitter, I can’t bring myself to unlike it on facebook; such is the quality of its content and posts in this space. Even if the posting is more representative of a straight broadcast model of content distribution without replies or discussion, I find myself unable to turn away.
Does that make me a social media hypocrite? Can I continue to advocate for community but still like a brand that hasn’t responded to my calls for engagement and fulfilled my hierarchy of needs?
More importantly, what does that say about the relationship between content and community?
In an ideal scenario, I believe in the power of content and community to work together to achieve business and communication objectives. With regard to social tools, these can range from driving sales to servicing and supporting clients with questions and issues that may arise before, during and after the purchase process or product development.
Now I’m not privy to this particular brand’s marketing plan and KPIs, but it may just be that broadcasting posts across facebook, email and including strong calls to action in both is driving more traffic and sales than it planned for, and that its in-person events are a spectacular success.
However I can’t help but see this as a missed opportunity for the brand (and others who employ the same strategy) – an opportunity to build an organic community of connected bloggers, evangelists and consumers willing to help spark that next rave about the brand, and to support it through the good times and the bad.
An opportunity to connect even deeper with the people behind the brand and extend the experience more than before, and to grow product use, knowledge and sales further.
The problem is, while tools exist to monitor and evaluate leads, calls to action and sales for this marketing content, it’s harder to measure the value of missed opportunities.
Then again, when it has fans like me willing to subscribe to its feed and purchase its products despite the lack of response and community engagement (yes, I’ve tried a purchase boycott but failed dismally), perhaps it doesn’t factor into the strategy and resources.
Only time will tell whether this is a sustainable strategy for the brand.
Should I press the unfollow button?
What do you think?
Is content alone a sustainable marketing and communication strategy for ongoing growth without community?
Am I being a social media hypocrite by championing community but supporting and subscribing to a brand that doesn’t actively respond to or acknowledge me?
I’d love to hear your thoughts.