I see a tendency in how companies who are letting go of the control and embrace the anarcistic chaos of the internet are bombarded back to square one, if they don’t do it properly. I decided that this is a good thing and companies who are trying to embrace the chaos should think of this as a good thing as well. If this wasn’t a chaos you wouldn’t be able to get constructive criticism and feedback for your company because of the control you actually gave up. I have seen a couple of times that the companies who is actually being critized on the net, instead of looking on what to do and what it is that the users are giving them critique about, simply stuff their head in the ground and remove themselves and their initiatives from the net again.
– an example of this is skittles, a case I have mentioned before. The result of this case is that skittles changed their strategy slightly so skittles.com didn’t only show the twitter search skittles.
– another example is the motrin ad
Actually I am listening all the examples of companies failing to embrace their users and social media in my “casestudiesblunders” tag on delicious.
So what is the biggest error in these approaches of companies pulling their horns back again, after doing something I would say that most social media consultants are asking them to do (Loose control)?. I actually think the biggest error is that they don’t stick to it. It depends on what kind of project and response they are getting. My advice to skittles would have been to keep it up for 3 -4 weeks and then evaluate, instead of changing strategy after a week or so. We get tired of things that ain’t new.
I think it’s really important that these initiatives fails – not that it’s a good thing for skittles or motrin but on the other hand they come back brighter and richer for sure, with more understanding of their crowd and more knowledge of their target group – clearly this cannot be a bad thing ?