We Hate Your Forums
User Generated Content (UGC) is the newest gadget in the marketer’s tool box - it’s like the level that automatically shoots a ray of light across an entire wall so you can hang all your frames at the same height, at the same time. Which would probably be awesome except you’re not excited about reading the 12-page booklet on how to turn it on and you’re not sure your art would look right hanging all at the same height. Gosh, in the end you figure what the heck? There is a fine, timesaving gadget that we sort of know how to use and almost accomplishes our goals so we should probably use it.
Please, don’t. Please.
Here are reasons why we not only hate your forums, but we make fun of you (behind your back) for having them:
1. If You Do Your Job, We’ll Do Ours. If you sell us on the merits of your project or service by demonstrating that it fills one of our needs, we will do our job by buying your project. Word of mouth has meaning and authenticity because it happens in private space, not corporate space.
2. We create social networking around things that have personal meaning and that we identify with. I have never, ever, identified myself with J&J body spray.
3. We’re not only paying you for your product/ service – we’re paying you to make us feel good about paying you for your product/service. I had been very happy about the purchase (and subsequent use) of my BlackBerry, but their attempt to get me to “troubleshoot” problems by making me sign up for and visiting device forums has made me hate having paid them for the privilege of joining their cult.
4. Convenience is next to Godliness. I spend at least 40 hours a week at work (at least), I have 3 children, an ex-husband, a mother who knows my mobile, employees, clients, reports, deadlines, the IRS and, one day, impending death… So when I go through the fast food drive through window and ask what the day’s special is, I do not want to hear: “Just check our forums.”
Just like the magic laser-line-level, UGC takes time to learn how to use and then to do so correctly and while it does some stuff damn well, it might not be quite right for anyone’s site. But aside from having a boring, cookie-cutter marketing plan, using UGC incorrectly can actually hinder the other terrific work you are doing to promote and publicize a product. Is it worth all that just to have the same toys as the guy in the garage next to you?
What is it about GMOOT (get me one of those) that makes people think they’ve got to be just like - the lamest guy on the block!
Written by the Punk Marketing Goddess herself (Nadia Cornier).
