The following is a feature article by Jeannie Chan.
This may come as a surprise to you, being a reader of a social media blog. However, social media is still somewhat of a new and unchartered territory to us traditional marketers. Why are established brands so hesitant in jumping onto the social media bandwagon? Because we are scared.
Generally speaking, there is no such thing as bad publicity for small brands.
Any publicity is going to bring the awareness of an unknown brand. Even if the publicity is around a controversial subject, at least now people know that you exist. Who knows, people may even take your side.
Sometimes, such controversies can even give start to a brand. Think pop stars and rappers. Your first memory of a nowadays famous pop icon could very well be a controversial, or negative, one. Nevertheless, you Googled them and eventually got to know them, which would have been the first step toward buying from them.
Being controversial can be a great thing. Any new idea, a truly new idea, is bound to contradict the existing doctrines and create controversies.
But, what if we’re not talking about the new, small, and unknown? What if we’re talking about the established, big, and well-known? Should these established brands be scared?
I would argue no.
A brand stands above a commodity because it stands for something. A Victoria Secret bra is not your Walmart bra because it’s specifically designed and made to make you feel sexy. However, there is a downside to this. To stand for something automatically means you are not going to stand for something else. A Victoria Secret bra is not cheap. A real brand cannot be everything to everyone. This is not a new concept in marketing, but it’s not a concept that’s always practiced.
In their marketing classic Positioning: The Battle for Your Mind, Al Ries and Jack Trout highlighted the concept of “Cherchez le creneau”. It’s French for “Look for the hole.” Find the niche and fill that demand.
Patrick Hanlon discussed the need of defining your brand’s pagans, or nonbelievers, in his book Primal Branding.
Sally Hogshead challenged us to provoke a reaction in her latest book Fascinate:
The unfortunate reality is that most marketers set out to create messages that offend the fewest people. They’re playing not to lose… If you’re not generating a negative reaction from someone, you’re probably not fascinating anyone.
Having negative comments on your Facebook wall or blog means you’re doing something right!
Your brand stands for something, and your pagans don’t like you because of it.
You’re too cheap. You’re too expensive. You’re too scientific. You’re too natural.
Yes, I am.
Take those negative comments from your pagans, and address it in a way that talks to your core believers!
Yes, I am expensive. That’s because we spend millions in research to bring you the best quality product your money can buy. We will not sacrifice quality, ever.
What can you post today on Facebook, Twitter, a blog’s comment section, etc. that will solicit a negative response from someone?
Inspire me below…
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{ 75 comments }
January 28, 2011 at 2:08 AM
Jeannie, thanks for the article. I agree with you that “Being controversial” always attract attention. Anything but ordinary and boring attracts. The downside happens is when a big brand starts to create a controversy after another intentionally or unintentionally. One comes to mind (that you brought rappers) is Kanye West who admitted that his sales were lately effected by his recent folly. Some others never recover. Don’t you think it is a fine-line to walk here?
For negative blog comments: Everytime you check a blog, you see how much they present about the good things that were told about them. None I am aware of puts a space for people to criticize them. For example do you have a place that says; “Click here to read what others dislike about me”? Few of us wanna put that out especially in a fixed place?
I decided to go for it – http://www.willtoknow.com/criticism/
Why? Things that I appreciate out of publishing criticism, misunderstanding, negative comments, and flat out ignorance:
1. I learn from critics more than those who flatter me, period. We all do.
2. I address misunderstanding and turn them into assets before they become issues.
3. I build trust with my readers by giving them a choice to see both sides.
4. For whatever reason if I couldn’t earn a reader’s loyalty or admiration, at least I can earn their respect when I publish their criticism.
5. I show that I care, which I really do.
6. If it is total BS., then my readers and myself will share a silent laugh. It never hurts.
I hope my comment added some value to the conversation. Thanks for the inspiration to share.
Joy,
I think you raised a great point on limitation of a brand. I think sometimes people try to reach beyond their brand positioning allows. To be honest, I’m not sure if Kayne is supposed to be a bad boy or if he’s supposed to be mainstream. But a bad boy positioning is limited by being a bad boy, and the mainstream positioning is limited by needing to be mainstream. Can’t really straddle both. So, if his recent folly affected his record sales, whose sales did he lose?
(Fair disclosure: I don’t follow Kayne’s career. So, that’s my own ignorance for not understanding what audience he’s supposed to appeal to.)
Thoughts?
January 30, 2011 at 4:35 PM
I don’t get the question.. “whose sales did he lose?”
I would like to read your feedback about allocating a fixed space for readers to express their criticism, which I mentioned above. Thanks!
My question was if he was losing sales to people he was never meant to sell to in the first place based on his positioning.
I think it’s interesting on having a fixed space. But then, you’d need a fixed space for positive too, because you assume you’d have both. So, in the balance, I wonder if there is added value. Maybe… but I’ll have to ponder on that more
February 1, 2011 at 7:51 PM
For the sales question.. I believe if he’s not losing sales from his current fans (which is not the case here), he is alienating current and potential new ones. For opposite example, Usher is embracing Justin Bieber and riding on his popularity to increase his sales and attract new sales and fans. Two different approaches.
For my fixed space.. I have one already also: http://www.willtoknow.com/hugs-and-kudos/ as well as other spaces that can be accessed from one page: http://www.willtoknow.com/contact/
Looking forward to hear your thoughts..
That’s neat that you’re implementing the idea on your site! Let us know how the experiment goes!
February 1, 2011 at 10:25 PM
Joy wrote: ” … Usher is embracing Justin Bieber and riding on his popularity to increase his sales and attract new sales and fans … ”
I’m not certain I’m understanding what you’re saying here, Joy.
Scooter Braun, Justin Bieber’s manager (Braun found Beiber on YouTube) arranged for Beiber to meet with Usher. Bieber was signed to Raymond Braun Media Group (a 50/50 joint venture between R&B artist Usher Raymond and Bieber’s manager, Scott “Scooter” Braun), recorded a CD and released his first single.
That’s not a case of Usher riding on Beiber’s coattails to increase his own sales.
To me it appears to be a case of moving up the ladder within the industry to the point where the artist is able to then “discover” new talent and make sound business decisions of a different sort.
Perhaps you could clarify what you mean by the Usher/Beiber comments. Thank you.
February 2, 2011 at 12:09 AM
Elyse, the example to illustrate a comparison between Kanye losing sales with his “controversial” moves with other singers while Usher embracing a younger artist and cooperating with him for business and maybe discovering new *talent* as you said but then continue to ride his vast celebrity status later to access a segment of listeners who he might not have as much success without Bieber. I believe Usher’s business deal with Bieber is far less briliant than how Usher dealt later with Bieber.
Nothing sinister there if you thought I meant any there. Same story with many other celebrities like P. Diddy giving his Lamborghini to Bieber as a birthday gift. It is all good publicity.
PS. Do you like to know what do I listen to? Click my latest post..
February 2, 2011 at 2:23 AM
That’s why I ask questions rather than assume I know what someone has written.
Thanks for the clarifications, Joy.
January 29, 2011 at 3:38 PM
Joy, my congrats! You show that we can turn something negative into a positive and constructive thing. Great approach!
January 30, 2011 at 4:30 PM
Appreciate the kind words, Steven. Nothing needs improvement on my site though?
Nice article Jeannie. I see what you mean, about branding and publicity… very true.
I love criticism, it makes me better
“Feedback, opinions, improvements or criticism, its all welcome…” – an extract from my contact page.
I also like to criticize others, not to be horrible, but to help improve things, Ari will tell you that this is true!
That’s a great idea! I’m stealing it for my About page
lol, ok
January 28, 2011 at 8:52 AM
Hi Jeannie, thats a great article. However I don’t really like to deal with negative comments, I rather tend to ignore them because some people usually take the response and post even further negative comments until you really start to lose some people who follow these conversations.
I can see that. Also, there is always the risk of further lighting the fire. However, there is different ways of addressing negative comments. I think you don’t need to necessarily directly address the inciter. You don’t have to react.
By knowing what the negative comments are out there, you can on your own term address it. Maybe post a different blog post entirely on that subject. “I know some people think X. While I can see how they came to that conclusion, I must respectfully disagree. After all, reasons XYZ would illustrates…” Then, allow your own core audience to rally around you.
Know thy enemy.
Jeannie
Don’t think that I’ve ever left a negative comment… perhaps one!
Someone was suggesting that we shouldn’t design websites for IE7 and below.
I had a rant saying that lots of my clients are still using IE7 so it’s just not practical to do that.
I had a reply saying that I’d made a valid point and the blogger wasn’t upset in the slightest.
Thanks for making me think..
I’ll head over to your site and practice my negative commenting. LOL
IE… *shiver runs down spine*
FIREFOX!!!
Keith you must leave some negative comments, I do all the time. Not the first comment I would leave on a blog, but I read many blogs frequently and if somethings wrong, I dislike it, or I disagree, I will let the author know… it just helps to fuel the debate, and improve their site/blog!
Google Chrome!
Chrome is my second choice Elephant… that sounds odd calling someone elephant…
For my full view on each browser check out my Best Internet Browser article
…and an elephant will think your name is odd, too.
lol – very true Ari
Sorry, the garden blog circles I usually move in have LOTS of Dianas, so I comment as Elephant’s Eye and they know who I am. Diana of Elephant’s Eye saying hi to Christopher ;~)
Hi there Diana, pleased to meat you
I make a new friend everyday here – i.e. on Ari’s blogs comments (they are almost forums aren’t they… just everyone can participate
)
The irony of your comment is I’ve been pondering installing a forum board.
Really?
What would it be for? Discussions about the articles are fine in the comments, so would we discuss other things?
Like what?
Please do!
(Side note: Let me know if you have any problems commenting. Email me at jeannie at jeanniechan.com . I had a bug earlier which I think I fixed. I hate the idea that there were people who tried to comment and couldn’t because of my stupid bug
)
I had a negative comment on my norwegian mobile blogs recently. I compared the specs on ipad and galaxy tab. The comment said the comparement was to stupid, and it was obviously from a apple fanboy:-) I first deleted it, but changed my mind just after. Because a debate can bring good user interaction on the blog..
Absolutely. I think debate is healthy and brings excitement. If everyone agrees, the post was probably too obvious. (I must admit I make that mistake too often…)
Really great post Jeannie. I agree, a real brand can’t be everything to everyone so ofcourse your going to get negative comments on yoru Facebook wall or blog. No brand can please everyone but that doesn’t mean that well established businesses should try to avoid getting involved with social media.
If your brand is already established and successful then no negative comment can bring your brand down because you’re loyal followers know what your brand stands for. Thanks for sharing Jeannie, I enjoyed reading.
In fact, you may even get your own followers rally behind you!
Very interesting way to turn a negative into a positive. Usually when people critizize a brand or product for being too expensive, they don’t know WHY it’s so pricey. If you want quality, you get what you pay for. Also, being controversial is always entertaining. Controversy will bring people in more than someone who plays it safe with their topics.
Yes. The premise Sally Hogshead suggested!
Negative comments? Light and shade add depth and perspective. Constructive criticism may not change my mind, but it can help me understand why you prefer ‘Wordpress’, and remind me why I prefer ‘blogspot’.
I am fascinated by the range of comments. Last Friday Ari had over 90 tangled together in a dazzling mass. When I skimmed Jeannie’s last few posts earlier today there were no comments at all, but I see her conversation lives in Twitter. For me there are too many blogs I read , to go back and see how the conversation develops. Except perhaps just once to see if a question is answered …
I had a bug on my blog!!! I’m not that technologically competent! I didn’t even know people had problem commenting on my blog! The strange thing is I couldn’t figure out what’s driving it. One curious day, someone emailed me about it. But on that same day, someone else successfully left a comment. So, I thought it was a one off. I have so much yet to learn as a blogger….
I love blogging, finding inspiration, putting thought into words. But the technology often defeats me. Hope some of your techie readers here can help you sort that comment thing! Ari?
Not me. I was one of the wannabe commenters who emailed her.
I see … well it works now, her blog accepted my comment today.
@EE yes! it worked!
@Ari, your email prompted me to change my comment plugin thingamajig. and now it works!
January 28, 2011 at 5:27 PM
This is a well-written piece and I’m happy it was tweeted by Constant Contact.
The MIC brand stands for something, and the MIC pagans don’t like MIC because we stand on facts, not on fear-mongering, half-truths, quackery, et al.
The Autism Community is severely polarized with far too many armchair self-diagnosed allegedly Asperger Syndrome adults fobbing themselves off as “autism advocates.”
When facts about Autism or Autism Advocates come into play, the advocate and his or her armchair self-diagnosed Aspie friends along with some medically diagnosed Aspies post up a storm on various social networking sites with personal attacks intended to bring down that big, bad person, initiative, business or organization that dares produce facts that are contrary to their ill-informed opinions.
Those of us who are part of Midnight In Chicago agree that we must be doing something right to get the less-than-qualified Autism Advocates so riled up every time we post factual information on our blog site and social networking site feeds.
Thanks for the compliment, Elyse!
That’s a great story you shared. I think the world is big enough for different opinions!
January 28, 2011 at 11:49 PM
Different opinions make people think. I believe that when we refuse to hear different opinions, we are blocking ourselves off from opportunities to do further research that may yield interesting and unexpected results.
No one ever gets anywhere by posting personal attacks against someone for not agreeing with their opinion.
Lots of people have gotten somewhere new and exciting by posting well-grounded counterarguments that lead to more discussion and focused investigation and research.
I have never left any negative comments and I don’t think I’ll ever do it. If there’s a product that I don’t like, I would just not ever buy it from that company again. Maybe it’s just me, I just don’t like to leave negative feedback.
Aww… you’re robbing that company a chance to improve themselves and to sell to you in the future.
January 29, 2011 at 12:42 AM
Well a big HELLO Jeannie, loved you stopping by Ari’s blog to share
Some guy a lot smarter than me once said:Men without opinions have no enemies…therefore I choose to make enemies.
I think about this statement with every article I write. In reality, I’m not here to be a puppet or create puppets. I’m here to promote thought.
If my writings are never disagreed with, then I’m probably not taking enough of a stand—plain and simple.
Great post Jeannie, hope we chat again.
Thanks!
That’s a great quote! I will have to keep that one in mind!
Not sure I would ever leave a negative comment either, but I know there are plenty of people out there willing to do so, and yes, be thankful for those too as balance is important of course.
I’m the exact opposite. If I agree with a post, I share it. If I don’t agree, I comment and engage in the conversation. It takes all kinds
January 29, 2011 at 8:51 AM
Jeannie you must have real guts to publish controversial posts like this.
Indeed, negative comments can mean that you engaged you reader and you made them think and finally write their own opinion. That’s what blogging is all about, isn’t it? Thanks for your nice post.
hehe. I am a gutsy lady
Jeannie, you are right – as an ordinary surfer (and reader and a commentator), I’m a bit sceptical about products (or posts) that have only positive feedbacks. Thus, bad news is good news in our sphere can be a slogan.
January 30, 2011 at 12:16 PM
I agree, Anna. What some people forget is that negative feedback doesn’t have to be mean feedback.
For example, if a product or service doesn’t meet one’s expectations, good negative feedback can look like this:
“The [product/service] claims [claim]. When I tried it, these are the results I got [results listed.]”
This allows the company or individual to improve on the product or service and to address the customer’s negative experience (which can lead to cultivating a loyal core believer).
What isn’t helpful is negative feedback that gives no information as to what the problems were that the consumer claims to have found with the product or service. This includes personal attacks and comments on social media networking sites slamming the company or individual, as well as misleading comments made to third parties by the dissatisfied individual, in the hopes of destroying the business relationship between the third party and the organization or individual about whom the individual is commenting.
I think it helps to categorize negative feedback into two categories: 1) useful critique and 2) insufficient data criticism.
yes. Just like in any other facets of life. There is constructive criticism and then there is just whining
Thank you ladies for your perspectives.
My own observations are the following: if you delete negative responses to your products, you deceive your customers. I will never buy a product only with excellent feedbacks.
As someone here said, negative feedbacks can help in improving the product.
January 30, 2011 at 7:33 PM
Hi, Jeannie. What a cool and honest thing to write about.
Although I am not sure if I have ever left a negative comment, I do not mind receiving them and giving them when something asks for it. I honestly believe that feedback such as these could make your brand stronger if you will seriously consider them and make them as bases for improvements.
However, there are negative comments and there are mean ones. So, we also have to keep an eye on them and be careful about how we react.
Hope to exercise my constructive negative commenting soon.
January 30, 2011 at 7:37 PM
Oh, and I’m Wes, by the way
Hi Wes,
I absolutely agree that the trick is repositioning the negative comments, so you’re talking to your core and not just fanning the fire.
Agreed! It is all learning. Brands need to hear from consumers in both camps. And no, you can’t be everything to everyone – thankfully. That means we have choices. Hearing the negative can be a clue to the strength of your brand. It can also be a cue that you could be sending a misleading message if the negativity is simply not true, but perception.
Totally! It’s a great feedback mechanism!
Great post Jeannie.
I view negative comments are an opportunity to create engagement and create healthy discussion. Positive comments are great as you know that people have read and agreed with your content, but negative creates debate that can then lift your content to a whole new level. It may also help surface some ideas that you may have missed.
Definitely. Agreements doesn’t offer much opportunity for improvement.
Thanks for your post Jeanie! Negative comments are just normal not only for bloggers but to everyone of us in our daily life as a human being. The only thing that matters is that how you will turn that negative comments into a positive outlook of your life. As human being, we are not perfect and we need to interact with other people in order to be satisfied and be happy in life. In our interactions, we will going to encounter negative comments like what you have discussed but we must learn to accept, learn from it and focus on our goal in life. In the field of blogging, negative and positive comments are part of the success in blogging, we must learn to appreciate and interact with it so that we can understand how it cause traffic in our site. Keep up your good work!
I absolutely agree. Negative feedback is important for every aspect of marketing and every aspect of life. It is through a critical eye we learn. Thanks so much for your comment!
It is not only about posting a negative comment, why it was posted should be reasonably justified. This will propel another facet of the subject and more and more people will then shed light on it. This way the discussion on the topic also becomes more varied and interesting.
Absolutely. Thanks for sharing your thoughts!
Yes very interesting as I had some negative comments about my pricing on my blog and the person said I was not charging enough etc. On reflection I let the comment onto the blog as it actually made a positive statement in the eyes of any clients wanting to commission me. Grant
Thats really neat to hear your story! Thanks for sharing!
I agree with you , when you Have negative comments on your Facebook wall or blog means you are doing something right!
I had some negative comments about my pricing on my blog and the person said I was not charging enough etc. On reflection I let the comment onto the blog as it actually made a positive statement in the eyes of any clients wanting to commission me.
February 5, 2011 at 1:11 PM
This is such great advice — I work with clients on reputation management and it’s very hard to convince them of two things – one – if you write reviews of your own business and try and pretend you’re someone else everybody knows and two – a set of reviews that are all 5 stars is obviously phoney.
Comments are the same way. If all the comments are 100% positive and 100% on-topic, it’s obvious that something is over moderated.
Absolutely. Brands sometimes don’t give enough credit to the people and think that we can fool them or something. Nope. Never could have before, and now that truth is even more obvious. Thanks for your thoughts!
i don’t care the people wanna say negative or positive comment, cause i just wanna write
I have nothing against negative comments but I would really appreciate if it is constructive criticism! Sometimes comments attack you on a personal level, that’s what puts me off. Any comment in any which way is not allowing the author to probe/delve more into his own read is a useless negative comment.
Yes. there is definitely a difference between negative comments and attacks. Thanks for your thought!
I read multiple blogs daily, but I find it really hard to leave a negative comment. I just don’t know why. I guess I need to realize that we all can use a little constructive criticism from time to time.
I definitely agree with this Jeannie. I think that being controversial is a good thing to get the fire going. However, you really have to be careful not to take it too far. You dont want to be come know as the drama queen, if you make a big fuss about everything, the effectiveness of this strategy will wear off. People will just ignore you.
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