Dear Donna:
Ever since you broke Kryptonite's nine months of silence and joined the conversation at Naked Conversations, you have been doing a remarkable job on behalf of your company. You are almost ubiquitous in your reading and posting of comments. You have demonstrated an understanding of the tools and dynamics of the Conversational Marketplace.
I am no pollster, but there is simply no doubt that when you began your efforts, the blogosphere's perspective of Kryptonite was just about unanimously negative. Now it is much more decidedly mixed. Perhaps it is evenly divided. You now have the option to turn it into a positive.
To do this, you must take the next step. You must blog on behalf of your company.
I am certain that your company decision-makers will view this idea about the same way they would view a visit to a proctologist with the hiccups, but hear me out anyway. Here's my case:
- If you do not blog, the Kryptonite story will be forever frozen in time--like the leopard in the Snows of Kilimanjaro. I have been to three conferences in the last three weeks. At all of them, Kryptonite was discussed and it was always about the Bic Pen incident.
- If you do blog, you will have the power to move Kryptonite's story past the unfortunate incident. You can defrost the Leopard, so to speak. You can push the incident into the past and talk about the passion and expertise your company has in making locks that keep bikes secure. You can tell customer stories. You can tell new anecdotes, pushing the Bic incident behind, not only in our collective minds, but in search engine results as well.
- Bad Comments? Yeah, yeah. I know, Kryptonite has had its share and it really must be petrified of the sort of flame-mail they will receive if you start a Kryptonite blog. They will come at first, but Donna, the horse has been well-kicked to death and they will disappear in a short while. Plus you now have defenders and I'm sure that some of us will jump in to join your side.
If you do join in the conversation, Donna, you can put Kryptonite into a position of authority in your market that no company--large or small--could ever match. And Donna, it has to be you. You have become the face of Kryptonite in the blogosphere. You have become part of the brand. Why? Because a great many of us have come to trust you.
If you need help on this matter, I'd be very willing to chat with the rest of your company. I love consulting small compaies on blogging issues. Just cover my travel expenses to Massachusetts and buy me a hat and gloves. I hate the New England Winters.
Sincerely,
Shel Israel Author. Consultant. Nice Guy
