Hiring the Internet

A few weeks ago, we posted an article on the benefits of being honest in social-media marketing. It’s a hot topic – the latter more than the former – for many companies contemplating how to further harness the power of the Internet in a valuable yet cost-effective way.

We agree with many industry analysts that blogging – just one of the many legs of the social-marketing centipede – is a viable means to keeping customers up-to-date and interested in a brand while simultaneously attracting new devotees. In fact, we actively blog on behalf of many of our own clients. But, as with all online marketing techniques, there are proverbial potholes along the road to success that could derail a social-marketing mission if proper attention isn’t paid.

Before we get to that, take a look at this MarketingProfs.com interview with Kodak Corporate Media Relations Manager Krista Gleason and Chief Blogger Jenny Cisney on how they’ve managed to ‘click with social media success.’ There are a few lessons to learn here, and a couple caveats that we’re compelled to address.

The first technique to note relates to what Cisney says about how blogging enhanced the 2008 Olympic experience for Kodak, both among individual staff members and for the company as a whole. Cisney’s statement details how Kodak completely immersed itself in this campaign, focusing on one of the most anticipated events of the year. More importantly, it didn’t miss a beat. Kodak covered all its bases – and its success is clearly the byproduct of advanced planning and meticulous attention to detail.

Also worth noting is what Cisney and Gleason said about the impact blogging and social media is having on the company culture. Gleason mentions that blogging boosts morale by allowing employees to communicate their passion, while Cisney says Kodak’s three blogs give the company a human face and improves customer relations by offering information on products and services.

We agree with Gleason and Cisney on both points. By allowing employees to take on a task they consider to be “fun” – blogging about something that’s important to them, in this case – they’ll be happier in the long run. We frequently mention Google in our posts, and there’s a reason for that. Not only is the company an Internet juggernaut, but it’s also created a culture within its walls that other entities envy. Kodak seems to be working toward a similar model, and it’s likely that they’ll reap the benefits of increased productivity, improved quality of work, etc., which is a well-documented derivative of a lightly structured workplace.

Now for the bad news.

Blogging only works if you work it. A blog’s content must offer value to an intended audience to be relevant. Don’t just talk – say something. We’ve run across innumerable blogs that serve no purpose, the maintenance of which only distracts from larger initiatives – ones that actually stand a chance of producing an ROI. Kodak, however, found a way to engage an audience, and capitalize on a momentary craze. Props to Kodak. But just because everybody else is doing it, doesn’t mean you should too (BTW, call your mother; she loves you). A blog may not be a good fit for your brand. Before you build it, consider the consequences. Will you consistently provide content of genuine value, or will you come off looking like a copycat who doesn’t know squat?

Also consider Kodak’s timing relative to its success. Its blogs were popular this summer because Kodak aligned them with a major cultural and historic event. By controlling the blogs’ messages to relate to the Games, the company was able to attract the attention of a massive audience eager for anything Beijing. The question now is, how well do those blogs continue to perform? It’s likely that they’ve experienced attrition, but how many avid readers have remained? If Kodak is smart – and here comes the pun – it will continue to focus on the big picture rather than super-specific topics that only niche groups care about.

Our final word on this subject is less caveat than it is caution. Don’t be naïve enough to think that every social-media marketing attempt you make will take off. Similarly, don’t be discouraged if it doesn’t. Before its success this summer, Kodak had global brand recognition and millions of loyal customers. Afterward, it still has that same powerful name and likely a few more followers. That’s not the norm. Most companies don’t have a built-in base to start with; the rest of us have to painstakingly cultivate customers through individual campaigns, grass-roots efforts, positive PR, etc. But it can – and should – be done.

So long as the end justifies the means, of course.

» Next Post: The Theory of Social Media Marketing Evolution

« Previous Post: Think You Can Pull a Fast One on Google?