There are a lot of armchair quarterbacks but they have no idea how to read the playbook

Mitch Joel has an interesting post up on the reactions from users to some brands being on Twiter. It’s definitely worth a read but for me, the bigger takeaway was how quick the social media marketing space is to jump on brands experimenting with social media.

As I wrote on Mitch’s post:

“…too many of us have those knee jerk reactions to marketing efforts in general. “I hate that 30 second spot”; “that viral video isn’t very good”; “that’s not a blog”; “what a poor facebook page”; “that company/brand/organization isn’t *really* on twitter” – all without knowing the back story behind the output, the insight that drove the creative or the target audience.

There are a lot of armchair quarterbacks but they have no idea how to read the playbook or even the thought that went into creating the plays.”

I’ve written about this before – how so called social media experts, commentators and pundits think that they are helping by castigating brands who experiment with this space when in fact they poison the waters and leave brands with a “once bitten twice shy” attitude about a new form of communication which is only just starting to reveal its potential, let alone realise it.

via Are Brands Really “On” Twitter? | Six Pixels of Separation – Marketing and Communications Blog – By Mitch Joel at Twist Image.

2 Responses to There are a lot of armchair quarterbacks but they have no idea how to read the playbook

  1. […] 2010-02-28T06:10:26  There are a lot of armchair quarterbacks but they have no idea how to read the playbook [link to post] […]

  2. Parker says:

    There are are also a lot of comparisons between social media and American football on this blog, considering you’re from across the pond.

    Good comment, in that we don’t always know others strategy. But at the same time, there is a lot of back-patting in the social media world.

    Can’t we just find a happy medium?

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