Internet Marketing & RecruitingBrands in Social Media Should Be Like George Costanza [Adage.com]
When Traditional Tactics Kick in, Consider Doing the Opposite
By Reuben Steiger on 05.22.09 @ 04:13 PM | Advertising Age- DigitalNext
In a famous “Seinfeld” episode, George Costanza concludes that every instinct he has is wrong and decides to improve his life by simply doing the opposite. This starts with ordering a different sandwich, which leads to a date with a pretty girl and continues with splendid results.
What does this have to do with brands? To be clear, I am not directly comparing brands to socially awkward bachelors, but I do think they can learn from George. In building our business, we have observed that many of the instincts that have guided the communication and advertising of big, successful brands translate poorly into social-media initiatives. Brands are used to portraying themselves as shiny, larger-than-life entities that magically transform the lives of ordinary people. And when they come to social media, they attempt to continue this tone, which has served them well for so long.
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