Hell Hath No Fury Like a Blogger Scorned

The blogoshpere can be a scary place. Marketers everywhere are learning this truth and sometimes the lesson has been costly. Consider the following campaign idea, which was launched by a company whose reputation I will spare; Use graffiti as an interesting way to capture people’s attention and promote our product in an interesting way. The idea is creative, it is different, and most importantly from the company’s vantage point, it will grab the attention of people. All of those things are true, but what this company did not consider is that graffiti artists are actually a community that protects the walls they spray paint like they are their homes. What results is backlash against the marketer’s intent and that backlash is often more noticeable than the original message. So the end result becomes a negative perception of the brand, not only by the community members, but everyone whom with whom they come into contact. Consider the following images. Which is more noticeable to you?



Apparently graffiti artists and bloggers have a great deal in common. What happened with that campaign is not unlike what can happen with online communities if the members feel the message is not genuine. Now more than ever, it is imperative for companies to embrace the truth about their brand rather than the perceived truth about their brand. For marketers and brand managers used to controlling their brands and messaging in the marketplace, this new reality can be a tough pill to swallow. Dealing with it means being everything that makes good blogs successful: credible, valuable, authentic, high quality, entertaining, and in touch with your audiences. It means messages aren't enough anymore. You actually have to walk the walk, provide quality products and services, respect your customers, and be honest. The days of control are over.