We’ve likely all visited a diner, where the operative word is “fast” with a slice of convenience. Yes, it’s technically “sit-down” dining, but the expectation of experience is wholly different than other casual dining establishments.
Common characteristics of a diner:
- Quick seating.
- Lots of menu items (breakfast, lunch, and dinner).
- Fairly typical outcomes. (breads/starches, meats, and token fruit/lite).
- A pretty modest price, in line with these commodity meal types.
You eat in a diner when you’re craving French toast. You eat in a diner when the whole family visits and no one feels like doing dishes. You eat in a diner when you’re staying at a hotel, before a big day of shopping/Disney/etc. You may even eat at a diner late at night with 10 of your new closest friends (you just may not remember it).
But you don’t often choose a diner for its environment, for the ambiance (that pretty much comes from a can of Retro). You don’t choose a diner if you have new folks with you, those you haven’t yet formed a real relationship yet (first impressions are lasting ones!). You don’t select a diner if you hope to have meaningful conversations or make action plans. A diner says “casual,” “easy,” and “simple.” Not messages you want to send to those with whom you’re forging new connections, building bridges.
Assuming you’re on board with me on this, then I have to ask: Why would a marketing communications company offer diner-like social media consulting?
The genesis of online relationships begins with a social media platform/tool (pick one). Sometimes real-life meetings will occur and further cement the online relationship. But many relationships will remain online, with common experiences, interests, and personality serving as the bonding agent between people.
I think the example below strips away all of the human, personal, tangible elements that make online relationships so powerful. Instead this “menu” suggests a production-like capability of online network-building that I just don’t think truly exists. Not in a genuine, lasting fashion.
Take a look:
This image is from the website of a 20+ year-old agency. Under their “Services” tab is a link to a Social Media page. With little forward information, the page offers these outcomes for $1,000 and 48 hours.
Questions that come to mind:
1) How is the flat rate determined?
2) Why the presumption of immediacy?
3) How can goals determined and venues be identified in such a short time?
4) What constitutes ‘custom content,’ and how might audience needs melded with organizational offerings/strengths to deliver valuable content?
5) How can communities be cultivated (including interested followers and friends) so quickly? And the biggie:
6) How can true brand ambassadors be delivered? This suggestion feels akin to “Just Add Hot Water” and voila! a bowl of dry oatmeal flakes becomes warm, creamy, satisfying oatmeal.
Brand ambassadors are a result of careful nurturing, circumstance, superior experience, deep psychological satisfaction, tangible results, and a trillion other factors – none of which bear fruit in 48 hours, I guarantee.
Maybe there’s more to this agency’s plan than the stripped-down representation (above) shown on the page on their site. That said, I think this begs a discussion of three topics:
A) Do agencies/companies pay enough attention to every manner in which they represent themselves, especially online (on their own site!).
B) Perhaps are too many traditional agencies trying too hard, too fast to widen their service offerings in attempt to keep pace with client interest, at the risk of misrepresenting themselves? And to what end – perhaps turning companies off SM for good? An example of one done right (thx, Jason Falls).
C) And assuming this agency (and others) believe this 1-2-3 step recipe makes for Julia Child-like success, how will they come to know what they’re (and their clients) missing?
D) Not to mention that SocMed isn’t right for every occasion, for every company. A fleeting curiosity or abstract notion to to match the competition does not an objective make. And you don’t try it (SM), then send it back to the kitchen.
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A consumer-centric brand strategist with strengths in idea orientation and activation. Seeking the intersection of brand relevance, differentiation and emotional fulfillment to create opportunities for stronger customer relationships. Believe compelling content can create a memorable brand experience in this noisy world. Brand is the heart of business.
