Social media and the end of empathy
Jul 7th
Why am I using a picture of a large mouth bass on a blog post about social media and business? Seems a little fishy doesn’t it? Well I didn’t use this for the halibut. There is a very relevant story with a lot of marketing mussel. A story on a grand scale, you might say.
When I was a young sales guy I learned a very important lesson about customer relationships and empathy from a fishing trip.
My company was struggling through a massive quality issue that was threatening my customer to the point that it was shutting down their production lines … and THEIR customers’ production lines. In business terms, this was an apocalyptic problem and it eventually resulted in the largest quality claim in the history of my company.
Nerves were beyond frayed. I remember spending one Labor Day weekend sorting through reams of lot numbers in search of alternatives that might work. We couldn’t find any and I was forced to make an excruciating call. I had to tell a plant manager that every lot of our material in his plant, every lot in transit, and every lot in our inventory was defective. We were going to shut his plant down, maybe for weeks.
Months before, this customer and I had become good friends on a company-sponsored fishing event. Yes, businesses used to do that kind of thing. Believe me, when you spend eight hours in a bass boat with one guy, you get to know him pretty well! We had shared a lot of our life stories and created a great memory on this trip.
As I made the phone call and delivered the news, I held my breath. There was shocked silence at the other end of the phone. Finally, my customer said, “Schaefer, the next time we’re in a fishing boat together I’m going to toss you out!”
He was able to use our shared experience and friendship to break the tension and tell me in an empathetic and humorous way that he knew it wasn’t my fault and that we would get through this crisis together.
The days of conducting business based on these deep relationships is largely over I think — relationships that were built on a golf course, a boat, long dinner conversations — not text messages, online help functions, and customer service tweets.
Ten years ago, if you had a business crisis, you could probably count on those deep relationships to help pull you through, at least to a certain extent. Today, and especially after the recession, people just don’t have time for relationship-building. I can’t imagine inviting a customer to a weekend of golfing any more. Everybody is doing what used to be three jobs. Who has the time for building business friendships?
I wonder about the long-term implications for business when relationships are negotiated through spreadsheets and emails. I have an image in my mind of that United Airlines commercial where a businessman laments losing a customer because they never saw them. He proceeded to hand out airline tickets for customer locations.
Maybe there will be backlash and a re-focusing on deep relationships at some point. There was recently a story about tech start-ups scrambling for office space near Twitter because of the live networking opportunities. Kind of ironic. Seeking deeper offline relationships with people dedicated to spreading low-impact online relationships.
Breaking Blogging’s Biggest Taboo
Jun 26th
I’ve probably read 10,000 blog posts and there is one topic that I rarely see expressed. So today, I’m going for it.
As a blogger, it’s cool to be annoyed, excited, introspective, outraged, depressed, happy, mad, sad, and glad. But it is never, ever cool to be proud.
I think the reason is simple. Social media at its core is narcissistic. Even though the benefit is connecting with other people, you generally write, post, and tweet about what is going on with you. I mean, it’s the subject you know better than anything, right?
Whether you’re online or offline, it’s generally unacceptable to go around shaking your tail feathers with every accomplishment, but on social media that taboo is amplified because we KNOW it’s narcissistic so we want to show up like we’re as dramatically un-narcissistic as possible.
But as I sit here on a Sunday morning, something very amazing has happened and if I really am honest and write about what’s going on with me at this moment on my social media journey, I can’t avoid using the P-word — Pride. So let’s plow some new ground and write a blog post that admits: “I’m allowing myself one moment, one blog post, to be proud of myself.”
The past few years have been a wild ride. It seems like the career momentum is building week by week and sometimes day by day. The social web enables me to paint on a global palette and I’m enjoying every minute of it.
I’ve had many reasons to feel blessed and grateful to you, my {grow} friends who have been with me every step as my blog creeped into the AdAge Top 50, my book The Tao of Twitter charged into the top 5 communications books on Amazon, and my teaching and consulting activities matured into more interesting and high-profile engagements.
I cannot claim singular responsibility for any of this. There is no such thing as a successful solo artist on the social web. We all conduct our own riotous symphony of friends and followers who help, support and cajole us every day.
Through all this I have done a good job keeping things in perspective and keeping an even keel, but something happened today that eclipses all those professional developments and prompted this expression of pride. I was quoted in The New York Times.
This made a profound emotional impact on me because the New York Times has been such a special part of my life. As a journalism student, I studied the New York Times as the pinnacle of my profession. As an adult, luxuriating in the Sunday Times — filled with art, books and travel — is a weekly oasis. And as an intellectually-curious adult I marvel at the depth of reporting, the artistry of the writing and the power of its importance as a journal of record. When they went to a paid subscription model , I swear I was the first one in line with my credit card.
And now here I am. I’m in there. For good. I feel so very humbled, joyful … and proud.
There, I said it. I’m proud.
By the way, there is an extremely good lesson here about the power of blogging. The NYT reporter, Stephanie Rosenbloom, didn’t find me through connections or because of my reputation. She found me through a blog post about social influence.
In my post Ten Reasons to Blog Even if Nobody Reads It, I mention this possibility of vast exposure as a unique aspect of blogs. To have an opportunity for massive reach, you can’t depend on Twitter or Facebook updates — you MUST have a blog. Blogs are important!
Any way, thanks for obliging me a moment of sunshine, rainbows, unicorns, and celebration. My wife just reminded me to take out the trash so it’s back to the real world. As always, the inexorable tide of daily life has wiped out this moment and it’s back to business. And that’s a good thing.
In the comment section, I invite you to break the blogging taboo with me and tell everyone something that happened to you this year that YOU’RE proud of! It’s an important part of who we are, isn’t it? Let’s celebrate it!
Establishing a global social media foothold (video)
Jun 16th
If you can’t see the video above, please click here: Mark Schaefer interviews Dr. Jon Buscall.
What if you had the opportunity to establish yourself as a pioneering voice of authority in a region of the world that is relatively new to the idea of social media marketing? How would you start?
During my recent trip to Scandinavia, I got to sit down with Dr. Jon Buscall, who is familiar to many of you here on {grow}. Jon is one of the most active marketing bloggers in Northern Europe and is probably the only one who is on his way to establishing a global voice from that region.
In this interview, Jon talks about:
- Establishing a blogging foothold and establishing his personal brand
- The choice to blog in English versus his local language
- Building a global audience
- How companies in Europe are beginning to use social media
I’m sure you’ll enjoy this conversation with one of our community favorites!
The power shift on the social web: What does it mean to you?
May 4th
Remember when we used to say that “people” are the power behind the social web? Can we can honestly claim that any more? The social web has rapidly become just another a mass-marketing channel like TV or magazines, dominated by the mega-brands.
Think about the videos going viral these days. What was the biggest hit of the year? The Nike Tiger ad, a bizarre production certainly aimed at the viral potential of the Internet more than any paid TV opportunity. In fact eight of the top 10 most-viewed You Tube videos of 2009 were professionally-produced:
- Evian roller babies (see above to view)
- New Moon movie trailer
- Wedding entrance dance
- David after dentist
- Britain’s Got Talent – Susan Boyle
- through 10 – professional music videos
And all of the Top 10 Facebook pages belong to big names:
- Texas Hold ‘em Poker
- Mafia Wars
- Michael Jackson
- Barack Obama
- Vin Diesel (Vin Diesel???)
- Starbucks
- Lady Gaga
- Twilight
- Coca-Cola
- Skittles
Remember that just a few years ago, there were few, if any, corporate videos on YouTube and Facebook was a hang-out for college students. This commerical development is not surprising. If there is a way for money to be made, companies will find a way to exploit it. Capitalism at work. So what are the implications for small businesses trying to carve a niche? Is it too crowded? Is it too late?
No, I don’t think so. There are plenty of social media marketing opportunities for the savvy small business professional, even with the brand titans bringing their game:
Think local. All marketing is local. Can your small business still have an impact on the social web? Absolutely. I’m working with a marketing manager for a very successful regional chain of restaurants. One restaurant already has 5,000 Facebook fans. I think that’s pretty impressive. If you’re providing meaningful connections with your local crowd of customers, who cares if Evian babies rule the web?
Raising the bar. Not long ago, grainy home videos dominated YouTube. Just about anybody, at any time, had a chance of going viral. The novelty of the social web has passed and expectations for quality are increasing. If you hope to compete for attention on the national or international level, bring lots of money. But I believe that even on a local level the bar has been raised and there is an increasing expectation for quality … maybe not along the lines of the Evian babies, but an expectation for something entertaining nonetheless. To stand out, you’re going to have to provide remarkable content.
Importance of Twitter. Twitter isn’t flashy. It rewards real connection and conversation, something monolithic companies typically don’t do well. I have a small business but have more followers than Pringles (one of 2009′s Top 10 Facebook pages). I think there’s a message there. My hypothesis: Of the major platforms, Twitter may actually favor the local small business owner. How can you leverage this powerful tool on a local level?
Keeping it real. Unless you are going to simply “buy” fans with coupons and discounts, you need to let your personality shine through. Coca Cola, probably the best-known consumer product in the world, is doing a great job at this. They feature their Facebook personalities right on their front page and each tweet is attributed to an author. Of course Scott Monty is a recognizable social media personality for Ford Motor company. Still, these are exceptions among the big brands. Real people and small business owners can normally have an advantage connecting with their local clients.
Watch and learn. The big guys are spending millions to fine-tune their social web offerings. Learn from them. What are they doing to be successful and how can you capture that success on a local level? What methods are they using to engage and reward their customers? What channels do they employ and why? What devices like online games and contests could be used in your business?
While the future of mainstream social media ultimately belongs to the behemoths, I do believe there are opportunities for small business success. Do you agree?







You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark Schaefer









Posts tagged business relationships