3 Ways Social Media is Like ‘Project Runway’
Watch your tone
"Project Runway's" Judge’s Take segment is a brutal portion of the show where garment industry experts tear up contestants’ offerings at their seams, particularly when they try to dazzle them with their level of knowledge by throwing out tired fashion clichés. Vicious as it may be, it's an opportunity for the contestants to hear from experts who aren’t typically enamored with hype.
You can’t speak to the judges in the same way you would a casual shopper. Yet when it comes to social media, many companies of all industries tend to use the same unidirectional, unoriginal communication style on their Facebook and Twitter feeds as they do for their email, direct marketing and conventional advertising.
A lack of research into customer preferences and lifestyle interests can lead to an inauthentic, dismissive tone where incentives and sales take the place of true customer service. The digital format demands content producers develop original material and work with nontraditional media sources. This includes moving beyond working with bloggers as glorified models, but as people who become true brand collaborators.
Pull a fast one and you’ll get pulled over
Gunn can spot a scam a mile away and will call a contestant out faster than a fashion mall store steals from the runway. It’s not pretty when it happens, but the biggest impact is most likely the stigma placed on the perpetrator, who's now labeled a fake or fraud.
By reading foursquare tips, Yelp and Facebook Reviews, it’s clear that a carefully constructed web presence means nothing in the face of honest customer experiences. Moreover, large brands and even PR firms have been known to attempt to control and seed messages on these sites, inviting interns or providing heavy incentives for positive reviews only.
Bilking the system, be it for a $100,000 cash prize and a chance to create your own clothing line or for an increased review ranking on a popular online platform, will always come back to haunt the originator.