Choosing The Right Social Media Partnership

Previously, I wrote about a very important aspect of social media which is transparency. We know many businesses are still apprehensive about revealing themselves to the public. Their reasons are not unheard of, and not unreasonable too. Especially in an environment that things can quickly turn against businesses, all the more they should be careful with where they’re treading and working with.

I am going to expand a little more on transparency, harnessing on the trust aspect of social media. Chris Brogan once used the term “Snake Oil in Social Media”. As some companies would have experienced by now, getting led by a blind is not exactly a pleasant experience. Therefore, as much as parties like bloggers choose the brands they would like to be associated with, marketers should also scrutinize the parties they are intending to partner up for any social media initiatives.

While most people referred social media as publicity or relationship building, I am looking at social media more closely related to experiential marketing than anything else. Some time back, I was just sharing how social media can be applied across various corporate functions and also shared three examples of how they’re being used. Now, what are readers factually digesting from bloggers who talk about the various brands? Their experiences! What else can it be, other than to gather the fundamental impression of a certain product or service. So before anything else, businesses should ask themselves if they’re embarking on another social media stunt or truly getting involved with the community.

If your answer is the latter, then these will be some points you may want to explore when determining if a certain partnership is worth the investment.

1. Is the blogger/group harnessing on your brand to raise his/her own profile, without realistic contribution to the community you are hoping to build? (It’s all about getting the target audience, not whack-all-and-wait.)

2. Is the blogger/group transparent with their agenda, as much as you’re being expected to do so? (You don’t want to be short-changed on transparency.)

3. Have you followed the blogger/group long enough to establish the true values behind the party? (You want to distant yourself from those who advocates social media but not practising it for real, surely.)

4. Have you tracked the blogger’s participation in other blogs? (The kind of comments they leave in other blogs give you a clear hint if someone’s talking social media, or doing social media.)

5. Metrics are just figures, without clear understanding. Is the blogger/group boasting about their numerical advantage too much? (Quantitative readership isn’t everything, qualitative is.)

6. Given the extremely small scene we have in Singapore, it is easily manipulated by just a small group of bloggers. Are you mentally prepared to allow your brand to be “controlled” by just a small group, sacrificing the bigger consumer community at large? (Be mindful of what’s a community, and what’s a mob. It will happen.)

What frustrate many of us, is being fully aware of such facades being promoted by individuals and driven by bloggers. With a reality check, there is absolutely nothing we can do to stop them in their tracks before more businesses are “tricked” into their methodology.

As a blogger and social media junkie, it’s a sad truth to stomach. We see various products being published in blogs, lasting nothing more than one single post looking like a cheap advertising space. Which is why, I refused to do sponsored posts unless I have “tested” the products myself. Ask Daryl of BLOG2u or Paddy of BAK2u (sister companies), this point was communicated clearly to them. To up their social media efforts by two notches, they do not invite me to events unless it is relevant to me. Something, that I appreciate many times more than the invitation itself.

What’s worse, than having a bunch of bloggers or companies coming together to form the “Circle of Elites”. That certainly killed all the “social” in social media. What social media truly thrive on is a real voice, and not one that is laiden with hidden benefits & motives while still talking about transparency. Think of that as the voices of real customers and product enthusiasts, blog-traffic leechers not. (We just cannot forget the Microsoft-Edelman scandal, can we?) And the time comes when businesses have to convince a blogger/group why they should grant “entry” to them, alarm bells should start ringing. Remember, it works two-ways. If they’re sitting in their chairs waiting for you to come to them instead of them reaching out to you, the social media methodology is questionable and how much can they help you improve your strategies?

The other much untouched arena is how some of these bloggers begin to throw their focus on the personal benefits they can rip. When bloggers start to align themselves with some A-lister, it makes the job all the more easier. That’s for businesses to ring their second alarm bell when they are being taken for a ride in the name of social media. Trust me, even reputable PR agencies are working underground and getting caught red-handed like Walmart-Edelman in a much neglected Singapore is close to unthinkable.

Think - pause - think - stop - think - assess, they’re only interested in the freebies, NOT your brand. Again, it’s a two-way traffic so scrutinize and pick your cherries carefully.

Like what I shared with countless people in my private chats, don’t talk social media, do social media. At least for the handful of “gurus” we know of in Singapore, we still have not seen a concrete success in their forms of social media other than creating a mob.

For one thing that I’m sure, social media isn’t about mobbing.

August 27, 2008 | Filed Under Blogging, Social Media

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The corporate gems are often forgotten

Recently, I have been reading up on corporate blogs and it refreshed some thoughts pertaining to recent discussions that corporate blogs are dead. It’s not surprising that the big names like Direct2Dell, Coca Cola Conversation or GMblog are often touted as successful examples. You’ll see them being quoted everywhere by other professionals.

Here’s the problem, connecting with other professionals isn’t quite the same as connecting with consumers. The view that I am looking from, shows how desperately social media experts are promoting each other. For a second, nothing seems abnormal. The irony though, the advocates are frequently showcasing corporate blogs that hardly connects with consumers.


On my end, I have been reading Dreamhost’s blog throughout my one year with them even though I hadn’t participate in any conversations. It has always been great to be able to put Dreamhost’s blog by the side of others. Why? The connection and participation is a far cry from any of those big names.

The famous corporate blogs do have their fair share of readers. Not all though. Much like how some put it, corporate blogging requires consistency and passion. When was the last time you stepped into a corporate blog and left almost immediately? I have been “forced” into taking corporate blogs with a pinch of salt, since many of them are taking it up merely because it is being advocated.

Dreamhost’s blog looked almost like coming from another world, and that’s precisely what kept me reading. Surprisingly, none of the social media experts has actually talked alot about the consistent engagement on this blog. The amount of regular participants (yes, you spot regular faces if you run through the comments) will send some big brands with corporate blogs red-eyed. How good exactly is Dreamhost’s blog?

Little corporate speak. While some big brands are cashing in on marketing their products on blogs, Dreamhost is mainly about updating customers. If you’re facing problems with your webhosting account, you can almost be sure the problem and solution will, at some point, be talked about in the blog. That’s on top of their superb technical support.

Connecting with customers. The blog isn’t solely talking about Dreamhost services. Occasionally, you get to read reviews of gadgets and also casual sharing of what’s going on behind the scene in Dreamhost’s new office. Don’t be too surprised to be reading about the earthquake in LA at this point, this is something that Dreamhost’s customers can relate to. Not some gabbarish stuffs that are suitable only in board rooms.

Blogging style. Call them boys you may, but their wits in writing will keep you yearning for more. When Dreamhost cares for their customers, the customers will care for Dreamhost too. (Read the comments in the earthquake post) This concoction is a potent one. Corporate people can be fun too, so let your hair down in Dreamhost’s blog. Not forgetting, the blog is one of the methods Dreamhost rallied for support from customers to join their green movement.

Customers driven. While most other corporate blogs are often praised by other professionals such as PR, marketing or analysts, Dreamhost’s blog is chosen by the customers. Last year, Dreamhost grabbed the Blogger’s Choice Awards. This year in 2008, Dreamhost has been nominated again in the same category. Given any day, I would take customers’ votes more seriously.

It has always been puzzling why Dreamhost’s blog has seldom been mentioned alongside other big brands. Or maybe Dreamhost is in a world of their own, but surely a better one than the rest. The employees behind the blog probably have set an unspoken benchmark for the world, if I’m allowed to boast Dreamhost for a while.

I’m also glad to spread some words of a new addition in Dreamhost’s website. Employees profiles are now available on the site. It’s one of the most valuable changes they have adopted this year, if their swift responses isn’t enough for you. You’re no longer dealing with a corporate entity, you’re dealing with REAL PEOPLE. Are there little corporate blogs that are worth mentioning? Or have we not dug deep enough for the Web 2.0 blood diamonds?

Do I believe in the boyish visuals though? Of course not, but sure that’s another humor coming from the team.

Additional Note: Since I have completed my one year hosting with Dreamhost without much disasters, I am confident enough to create a promo code if you would like to join me in green hosting. I hadn’t done this previously, I ought to pay my gratitude to the team.

With the promo code, you can sign up for a one-time discount of USD$25/mth when you opt for the monthly payment plan. For all other payment plans (one full year and above), you are entitled to USD$50 discount. I am sorry that this is only applicable to new customers and a one-time discount only.

The promo code is “EdLovesYou“. Alternatively, you can click the little banner on the sidebar and it should automatically insert the promo code where it’s supposed to be.

August 4, 2008 | Filed Under Blogging, Social Media

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Comm Unplugged is officially banned from Ping.sg

Following my previous post and the visit by Ping.sg founder Uzyn Chua, this blog has been banned (and I supposed my user account has been deleted too). I think I have said a lot, and the short reply by Ping.sg founder was sufficient to show the arrogance (and that of the community manager) behind what he called “a community”. Still, I do not regret saying what I have said and I stand by my words.

I don’t intend to debate if I should be unbanned, for the fact that it is now a clear example if it is indeed a “community”. I put the facts up here, but the readers - you - are to draw your own conclusions.

July 22, 2008 | Filed Under Blogging

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