Web Business by Ken Burbary

Social Media’s Mount Everest, Helping Toxic Brands

During the past 6 months, I’ve talked and written a lot about how engaging in Social Media can help your brand. There can be numerous benefits. In fact, Social Media Maven Chris Brogan has already written what Social Media does best. And expert Mack Collier wrote a thoughtful article some time ago, describing how Dell has successfully integrated social media into its marketing communications and culture. Both are worth your time to read.

We’re delirious with Social Media mania right now. For good reason, in most cases. However, there is one important question that a brand needs to ask before jumping into Social Media. Is it right for my brand? How and where can it be useful for us? Translation: Does it make sense to engage in Social Media.

Sure, for many brands the answers may come easily. A strategy will emerge, tactics will follow. The excitement and energy that comes with entering a new channel will also.

However, what if you’re a toxic brand? What is your current brand perception is in the dumps? What if your current customers are your most bitter and harshest critics? What if your product is far inferior to the competition? How can Social Media help you under these circumstances (and I believe it can)?

What brand could I possibly be describing? Sadly, I’m using my favorite, and home town, NFL Franchise as my test subject. The Detroit Lions brand is at an all time low. They set an NFL record for the 2008-2009 season by losing every regular season game, finishing 0-16. Ticket sales are down. Home games are blacked out on local television because of it. The Lions franchise is the laughing stock of the league. And I, like many other thousands of fans, DO NOT LIKE IT. I’m a life long fan (I know, I know, spare the glutton for punishment jokes) and want to see them succeed, so much so that I’m devoting this time & energy to blogging about it.

I have my own ideas but am looking for your perspectives. I’m hoping to tap into the collective wisdom of the Social Media crowd, and answer these 3 questions:

1. How can the Detroit Lions effectively engage in Social Media to help improve their brand image?
2. How can the Detroit Lions effectively engage in Social Media to increase sales of tickets and merchandise?
3. How can the Detroit Lions effectively engage in Social Media to improve the relationship with their customers and fans?

Couldn’t this become the perfect case study? If Social Media can help save a brand like the Lions, lifting them out of the brand perception toilet, then one could argue the right Social Media strategy, integrated into an overall marketing strategy, could be a difference maker for any brand? And collectively, we have an opportunity to help make that happen.

I am VERY interested in hearing your input. Please share your ideas and opinions in the comments. With any luck, maybe…..just maybe…the Lions will be listening. And if they aren’t, I’ll do what is necessary to take the answers to their doorstep. Viva La Lions!