Aggressive brand socializing – good or bad?
|January 28, 2022||Posted by Vinaya under SMUpdate|
|Cartoon by Tom|
I am an avid fan of Twitter. 140 characters suit me just fine. I love ‘Roadies’ – the reality show on MTV and am proud to say that I haven’t missed any episode until the 6th season. But the 7th season just floated by; I wasn’t really interested in cusswords being passed off as entertainment. The show, the host and the principles by which it was built upon came tumbling down with every profanity every season. This year 2011, the show is running its 8th season and incidentally I am a follower of the channel’s twitter profile. I like the informative tweets, one-liners, saucy tidbits, contests, etc. that give me a sense of belongingness to my favorite youth brand.
1) Followers already belong to the brand community and have a reason to care about their community, something to share about it and want to protect it. When these voices are shut, emotions are hurt, faith is questioned and the entire social capital built by the brand over the years breaks down. The risk of losing ‘followership’ that has taken effort to build upon is not worth a hundred tweets saying sweet nothings.
2) An objective experiment with existing brand advocates should be conducted neutrally. By re-tweeting only favorable tweets, the brand channelizes, filters out and chooses to play deaf amongst its very core ‘word-of-mouth’ capital. Vital information, feedback from a well-meaning community member goes down the drain leaving the experiment with no conclusive action points.