Don't Squish the Butterfly

Over the past weeks, we’ve been called on to discuss opportunities with Social Media by a handful of Fortune 1000 companies.

I’ve written previously about Big Brands who preferred to be the TOPIC of conversation vs. a mere participant. But in these recent meetings – if anecdotes can be considered any kind of trend – I’ve noticed a different light in people’s eyes.

These Big Brands would be absolutely thrilled to simply become a part of the conversation; to be welcomed to the community. One person we met with stated that a specific goal of an outreach program would be “to no longer be seen as a faceless corporation.”

Each of the people in my recent slate of meetings seemed eager, curious. Each enthused about opportunities to use their vast resources of content and personnel to add value to online communities. It’s been a refreshing week: like watching your kid’s eyes light up at the sight of a butterfly.

Part of our role as an agency will be to guide our new friends into this world of edgework. We don’t want them to stumble forward and squish the butterfly in their eagerness.

Just as importantly, we’ll remind these Big Brands to worry about the potential reactions to their outreach. Even the best intentions might be met with a sneer of indignation.

When it comes to butterflies, you need a light touch.

Continue reading here: Dear Linkedin: You're Doing It Wrong

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