Most of the brands and businesses I know have some sort of social media presence. Those that know how to do it right can really make my day, and those that do it all wrong usually end up paying the price for failing to understand the nuances and sensibilities of social communities and channels.
“Right” and “wrong” can mean different things to different people, but most have generally been able to recognize train wrecks when they see them. Think McDonald’s #McStories and, a little further back in the day, Kenneth Cole hijacking the #Cairo hashtag during political unrest in Egypt to introduce its Spring collection.
The posiblity that social media could go wrong is often cause for hesitation. But most brands decide to participate because the cost of not reaching out to their constituencies via social media, and/or the idea of what could be gained from it more often than not come out to be greater than choosing to not get involved with social media at all.
So when I visited Saturday Night Live cast member Kristin Wiig’s barely-even-a-website and read the short, but decisive note on the home page, I was slightly taken aback:
“Kristen Wiig is not on Twitter, Facebook, MySpace, or any other social networking site”
After wondering why a celebrity who could potentially gain so much from interacting with her fans would choose not to participate in social media, I concluded with a simple — Power to her. I respect making the decision to not half-ass it.
What do you think? Missed opportunity?