I apologize, this post is a bit echochamber, but if no one but my students read this, I am happy. I cannot hold my tongue. The Skittles kefuffle (always wanted to use that word) is case in point for why companies need defined strategy before implementing a social media initiative (despise the word “campaign”). If you are seeking gold at the end of the rainbow, you better have a roadmap.
Laura Fitton does an excellent job of summarizing the transformation of Skittles.com to a mashup of social media elements. What I don’t understand is who did Skittles think they were targeting? I sure hope it was the pr/marketing/comm folks, because that is where the conversation started and ended.
Yes, it is brilliant Skittles is open to new media, but where is the strategy? What about longevity of the initiative? Setting up a redirect does not show me you care what community is saying…where is participation? I don’t want the Mashable version of what they think Skittles is saying: “We get it. Whatever we can do cannot be as awesome as what you guys and girls can do, so we’ll just link to it and let you do your thing.”
Am I going to go buy Skittles because of this? This is akin to an agency hiring a twenty-something straight out of college to manage social media tools. Just because the kid can set-up a Facebook and Twitter profile does not mean they know how to communicate.
Great stunt, but until I hear from Skittles, that is all it will be to me, a stunt.
And this is too funny…Skittles.com is now blocked by Websense at my work!
(Photo courtesy celiaaa.)