I should start out by saying, yes, they probably are good to read and I should maybe be doing it.
But I cannot think of a single way a brand could get me to be so interested that I would check out their blog every single day, unless they were my client.
Maybe I shouldn’t have said that. But you know what, I like to live transparently. So there.
Blogs have to be crazy entertaining for me to read them once a week, so I can’t imagine what they’d have to do to get me to read them every day. In fact, the only true blog that I really follow is called Cake Wrecks and is just a collection of hideous store-made cakes with hilarious commentary. You should really check them out.
Anyway, maybe it’s my ENFP personality, or maybe it’s my young age, but I find reading long blog posts to be, on the whole, mundane. Just because you, as a representative of your company, find something that they did to be interesting, honestly doesn’t mean that more than a select few fanatics will agree with you. Because they probably won’t. In this age of instant gratification and short attention spans, you’ve got to hook us with something pretty wild and maintain that same energy to get us to read what you’ve got to say. Because otherwise, I’ll just switch over to Huff Post or CNN or BuzzFeed, something that’ll give me the information I need in a voice I want to read.
Maybe if you cracked jokes and had puppies, narwhals, a crazy cool manicure, a ridiculous DIY and some slow lorises, I would pay attention.
Like I said, just being honest.
I’ve largely kept mum about all the goings-on in Boston this past week. I’ve been too horrified to do anything but say “oh my gosh” repeatedly and regurgitate what news outlets have been telling me.
And for the most part, I think that staying quiet is what brands should be doing too.
That sounds insensitive, so let me clarify. I think offering up thoughts, prayers and well-wishes over social media is not only an acceptable but also expected way for most brands to react. A quick tweet or Facebook post is all that is necessary, and frankly, wanted, if a brand is unable to donate time or money to relief efforts. It’s respectable.
However, it can also come across as insincere. With all brands saying the same thing, who’s keeping track of any of it? It all just seems so robotic.
The unfortunate truth, though, is that it’s tough for any brand to sound like they really mean what they say, so there’s not much point in saying a whole lot about the matter. But then there are some companies that are just doing it right.
The Chicago Tribune has made me so proud to be from this great city this week. They ran a beautifully simple ad on Tuesday that quickly went viral and followed it up by sending pizzas over to the hard-working Boston journalists. Both were such effortless gestures that demonstrated the Trib’s, and Chicago’s, compassion for the devastated city and showed that, though we may be bitter sports rivals, we’ll always have their back and stand with them as one.
Now THAT is the way to respond to events like this past week’s. Go big or go home.