Do We Have to Cut Dell and Ford Some Slack? Frankly, No

BL, how long has it taken you to find your blog voice? I’ve been blogging a few years now and with every post, I make a little more progress in finding the perfect Brand Autopsy blog voice.

When Rodale launches a new magazine, it usually times them a few issues (or years) to find the magazine’s perfect voice. When Toyota launches a new car model, it usually times them a few years to fine tune it and workout all the kinks. Sure, it would be great if these Fortune 50 companies could come right out of the box with a bangin’ blog but that’s unlikely to happen. And it sure would have been great if Rocketboom could have come right out of the box with a new host and be just as good as the “old” Rocketboom.

Like you, I’m gonna cut Rocketboom some slack. Unlike you, I’m gonna cut Ford and Dell some slack too with their nascent blogging efforts. If after a couple of weeks Rocketboom, Ford, and Dell still suck, then I might decide to criticize. For now, I applaud them for being adventurous and making progress in these untamed waters.

I agree that it is disappointing that they chose to listen to clueless ad agencies but isn't this always the case? Companies prefer advertising because they believe they can control it they often discount PR advice because we have always said (well those of us who give honest advice) that the world doesn't work that way. We can't control what the media reports and in most cases it doesn't matter so much because it is the process of communication that matters most to people. I've always found it hard to convince clients that just listening while people vent is a bloody good thing and they'll respect you for it ('at least they listen to us') the challenge of getting this message across to clients is not getting any easier with the emergence of social media.

I totally agree with what you say, but do you actually know whether either of these companies "turned instead to their giant ad agencies" or is it just an assumption that they did, based on how badly you think they are doing it (which is a fair assumption, in my view)?

What? Are you ticked that Dell/Ford didn't consult you? (Just kidding.)

Most of us stumble a bit when trying something new. Blogging is something that you just need to do to get better. Why should Dell/Ford and others go to the "old guard" for consultation? (Old being very relative since blogging is still very new.) Sure, you'll be safe but will you really learn anything?

Dell is sticking with and relying on its relationship with Grey/GCI because of a comfort level.

Regarding bring up "Dell hell," why? It'll get to customer service on its blog. Jarvis seems more than a bit obsessive in his Dell attacks, so that's an argument Dell really can't win by commenting it. It'll win it by going forward with improved customer service.

Actually, the backlash Dell has received has generated a lot of sympathy for it with many giving Dell a wait-and-see attitude. So, I think has come out looking pretty good, early on.

Regarding customers, whether or not Dell directly asks for feedback doesn't really matter. It'll get it, as you can see by the comments so far. And, Dell is replying to at least some of those comments.

Dell is doing some things right. It could definitely be better, but it's not terrible for starters.
Mike

Niall:No, it's not just speculation that Dell and Ford "turned instead to their giant ad agencies" or is it just an assumption that they did, based on how badly you think they are doing
Ford Bold Moves:@radicalmedia.com, is handling video production and shooting. It describes itself as "a media and entertainment company." J. Walter Thompson-Detroit is handling design and engineering.

Dell: Jeff Jarvis noted in his post, "Dell's PR firm, GCI Group, a division of Grey Worldwide, the giant ad agency"

And if I'd been the coach of the Seahawks, they wouldn't have lost the Superbowl.

Ask yourself this... if you'd been in charge, do you honestly think that your version (and this is the version that you were able to get past management, not the ideal version you imagine you'd do) would premiere to universal applause? Would people who wish they'd been tapped for the job look for every excuse to pick your effort apart, or would you just be taking bows because no one could find fault?

If they continue to bull their way ahead with their hands over their ears, singing "la la la, I can't hear you" to those who would give them valuable and constructive critique, then by all means, cast stones. But if this is just them getting out of the gate, offer some helpful advice and give them a chance to hit their stride.

see my latest post about dell please