If there is anything that annoys me about social media, it’s how the same success stories are repeatedly used as example. If it’s not Starbucks, it’s Dell or Comcast or Naked Pizza or Old Spice.
Truth be told, these kind of success stories are few and far between. They’re anomalies, lottery wins and even flukes.
And, in some respects, they provide a warped view of social media’s potential. They become the benchmark for corporate campaigns, which sets expectations way too high. It explains why having a video “go viral” is seen as something that can easily happen with the right pieces in place.
In an ideal world, what we need is less talk about Starbucks, Dell, Naked Pizza, et al. Instead, there needs to be more focus on companies that have enjoyed success media “success” that has gone unnoticed by the media and bloggers because it has not been sexy or newsworthy.
I’m talking about companies that built stronger relationships with their customers, or offered better customer service, or saw renewal rates on subscriptions take a nice jump because social media proved to be an effective tool. It could be the local bakery that gained some street cred for having a Twitter account that added some fun to people’ lives.
We’re not talking about Old Spice but we’re still talking about success.