And in the context of big brands using social media, that usually turns out to be ... nothing.
Mitch Joel titled his post about the same idea "Give first."
It's amazing how selfish and stupid we (MR companies) are being about this. We treat our respondents with the same respect miners give to coal; just a resource to be exploited. These are human beings. They deserve better.
If you want people to talk to you, all you have to do is prove that you're interesting to talk to. You don't need to pay them, or give them points or prizes. If someone is only willing to give you their opinion in exchange for money, how much is that person's opinion worth?
We are where we are because we've taken every possible shortcut to maximize out profits at the expense of the user experience. To thrive online we will have to put the user experience first, and then figure out how to be profitable without screwing it up.
2 comments:
I've always felt that "respondents" is a revealingly de-humanising word.
Liked this one. I think that the problem with brands and social media is limits. Boundaries. I mean, it's difficult for whoever is twittering in the name of X brand to be "human" without having the fear of giving away classified info, or making promises or w/e. If you are a brand, you just ask without giving nothing in return. If you act human, you may give away too much.Hey, i'm not saying that brands shouldn't use social media, but i realize that it's difficult to do it right.
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