Archive for March, 2011|Monthly archive page

The Shack misses the social media point.

In Social Media, The Marketing Microscope on March 24, 2011 at 4:41 pm
Small issue, today, but I think a pretty relevant one for those of us in marketing.
We all know companies are hurrying to capitalize on social media as best they can. Fortunately, most seem to know the environment won’t look kindly upon heavy-handed (ham-fisted) efforts to sell. Most, but apparently not Radio Shack. Their latest Facebook effort has all the sincerity of the  “how are you doing today?” you get from a telemarketer at the opening of his spiel. Here’s what I encountered:

What’s the coolest thing you’ve built or seen built from stuff at RadioShack? We liked this one and this one and this one

Start posting your links, photos and vids now!

I don’t know about you, of course, but  I haven’t spent a great deal of time building “things” out of “stuff from Radio Shack.”  ( I’ve also not lived in my mom’s  basement for  quite a while.) And you can count the number of times I’ve watched others “build things with stuff from Radio Shack” on, well, no hands.
Perhaps a few people might be intrigued enough to click, in hopes of seeing some Rube Goldberg device. And the Shack might believe that many electronics geeks –likely their best customers — will, so they don’t care what the rest of us think.
But the world of social media is different, and the presence of  transparent efforts like this lowers the tide for all of us. It makes every user a little more jaded and a little less willing to participate in any marketer-led interaction. thereby punishing those that do attempt to really fit in, be engaging, or at least mind their marketing manners.
I can hardly wait till these things snowball to the next logical extreme: “Hey, everybody! Count how many slick new 2011 Ford Fusions you see today, and post the number here! And don’t forget the  pictures and videos!” Or: “FLASH MOB AT CEDAR POINT TODAY AT 3:00 pm -just inside the main gate where you pay!”
If this Facebook entry is typical of the “stuff ” we’re going to get from Radio Shack, then I suspect all it will really build is animosity.