A company’s ability to engage and connect with people has to do with its imagination and not the product or product category.
A couple of days back a quite popular and knowledgeable blog wrote, as a small part of their quite smart overview on social media, that some brands don’t belong in it.
I do agree with their statement, but disagree strongly with their reasoning:
- ” Some brands do not need to engage with their customers online, period. Products like bread or socks, for example, are not the kind of things that people want to have a social relationship with anywhere, forget online. It just makes them look silly.” – madebymany.co.uk
In my mind it doesn’t come down to the category. It comes down to the company – if you are boring and uninteresting brand, and never even tried to create something remarkable or interesting in regards to your product. Then social media, as would be the case with advertising, is not a golden ticket, and will either fail or prove you wrong faster – or both.
And it comes down to our imagination. Just because we haven’t seen it done before it doesn’t mean there isn’t a possibility that it might happen – in a way we could never imagine. In fact, having NOT seen it before only proves that there is a market and that it is there for the taking (if my initial statement is correct that is :o).
So, it’s not the product or category that defines a companies ability to connect and grow with its audience and participants. It is its ability to imagine something remarkable inside what to others seems like a lifeless and boring category.