The Determined Detractor

Hugh at the Gaping Void brought to our attention the New York Times article about the ‘Determined Detractor’:

"Marketers have become fond of recruiting friendly trendsetters to promote their products, but modern technology may now force them to pay attention to another kind of agent of influence making the rounds: the determined detractor."

They cite well known detractors such as Morgan Spurlock (Super Sizer Me) but also point to the plenitude of web voices that have sprung up: MoveOn.org (Anti Bush), www.ipodsdirtysecret.com , www.ihatestarbucks.com and www.watchingmicrosoft.com.

But PSFK thinks this is just the tip of the iceberg. Think about all the blogs that feed off these sites, who originate their own reports and theories around brands and businesses. We think it even provides some counter argument to their previous article around buzz-agents, ‘The Hidden Persuaders’.

There’s a great quote in the article from Microsoft:

"We have daily face-to-face contact with our customers," said Walt Riker, a spokesman at McDonald’s in Oak Brook, Ill. "That’s a huge advantage. They let you know what they’re interested in. We don’t need detractors."

Does that seriously suggest that there is a sophisticated (and workable) system at McDonald’s that allows over-worked, under-paid counter staff at every McDonald’s frequently provide intuitive consumer feedback to the management team at HQ suggesting shifts in consumer opinion? We wonder when the last time Walt Riker and his peers stepped foot in one of their franchises.

This all reminds us a little about a piece we wrote on PSFK about how PR people don’t get the blogoshphere. If companies are really going to create conversations with their consumers then they’re going to have to shake up this department (with their familiar way of working and their cozy network of journo contacts) and make them realise that they are essential in the new world order. They (alongside many other customer facing people within the company) need to be the acolytes of the company – when and wherever they are needed – and that includes engaging this so called Determined Detractor.

A brand, we believe, is a company’s soul and is therefore everyone’s responsibility in how this manifests itself internally and externally. It’s a big challenge for any organisation – but the PR department is an easy win… if only they ‘got it’. Roll on BL Ochman and her crusade at www.whatsnextblog.com.

New York Times Article On The Determined Detractor
The Hidden Persuaders
PSFK Post On ‘PR Just Doesn’t Get Blogs’