This year I’ve had the good fortune of helping several large brands understand how to comport themselves within the social web. Time and time again I find myself using the analogy of a ‘cocktail party’ as a tool to bring these smart folks up the learning curve. I didn’t come up with this analogy, but I’m finding myself using a few ‘sub-analogies’ that I think hit home some important points for brands. Here are a few…
Do your profiles, i.e. Linked in, Twitter, Facebook, have the same branded experience? If not, you’re showing up to the cocktail party with multiple personalities. How confusing.
Did you set up a profile, start talking, then stop? Hmmm, it might be tricky to succeed at a cocktail party when you don’t talk or listen. What’s more awkward is that everyone thought you could hear and speak just moments ago. [USAirways Example]
Is your language formal, legal approved, mechanical? Great, who brought the stiff to the event?
Do you have affiliates or unsanctioned profile pages? It’s always hard when twins or triplets show up at a party – which one’s which? So confusing. [Adidas Example]
You catch my drift…
