In my last post, I introduced you to a fabulous new book called Dirty Little Secrets of Buzz by David Seaman. Here’s part two of my interview with David:
Leslie: I just opened a Facebook account and my children want to disassociate themselves from me (even more than usual). How can Baby Boomers share this social networking phenomenon with their children without embarrassing themselves (and their mortified kids)?
David: I don’t know if they can. Facebook for an adult should be about professional networking, not about looking at your kid’s wall. It can be powerful as a marketing tool. As a social tool, it’s tedious. I use a telephone or email when I need to get in touch with someone. I think social networks are worth exploiting, but they are also a novelty in many ways. The trust isn’t there yet.
(If you must look at your kid’s Facebook page, don’t mention it to him. Be stealthy.)
Leslie: I read an article in the WSJ recently in which the authors said, “There isn’t a smart company today that isn’t implementing some kind of online community, wiki or blog strategy.” Would you agree? If so, can you comment further?
David: There are also a lot of dumb companies building online communities. I don’t need an interactive community for the company that changes my oil or delivers my overnight mail. I just want the company to focus on doing its job well, and affordably.
I don’t need my bank to have a chatroom or a user community. I just want good rates and competent customer service… But yes, there are a lot of smart companies who know exactly what they’re doing. A blog, if done right, can build a tremendous amount of loyalty — and can keep buzz going for months.