You’ve probably all been in that dead-end social media pitch. The one where you have a perfect audience and an authentic story, but your client heads down one of three painful directions:
- The Social Kids Table: (Or the Intern Factor.) Assuming social is just for (irrelevant) kids, they offload the brand voice to the nearest 20-something and hope for the best
- The Slow Lane: The mere mention of social starts the weaving of a bureaucratic Web. Mediation, distrust, individual approvals. How can we protect ourselves from the people who want to engage with us?
- The Soapbox: Prepping for command and control. Spewing content into the vast social underbrush. Comments locked down. Brand Invincible.
It’s enough to convince you that social can’t succeed with an average business. That – as the blogging boys say – your brand can never be my friend.
But just when you’re about to give up: A completely unlikely brand throws itself entirely into social and comes out smarter and more authentic for it.