Social Media Gone Wrong

Principal Consultant , David Allison Inc.
  • May. 10, 2010

As more and more developers start experimenting with social media, we are going to see a lot of ball fumbling. It’s natural. The whole social media universe is going through a period of trial-and-error right now.

But there are a few hard and fast rules that can already be accepted as rule of law. One of them is that no one really cares about your product or service offering. What they care about is stuff that will make their lives better.

The link below takes you to a blog post about a Facebook campaign launched by a Toronto developer. I’m not picking on them, but we can all learn a thing or two from their honest mistakes.

https://urbantoronto.ca/showthread.php?6097-Toronto-Condo-Developer-Misses-the-Mark-with-Facebook-Advertising-Campaign

There were two main tactics employed, neither of which took into account the Golden Rule of “make people’s lives better.”

The first tactic was to ask Facebook folks what their opinions were of a park that was planned adjacent to the development. They asked for opinions, got some, but didn’t bother to participate in the conversations that ensued. Makes you wonder if they really wanted the opinions in the first place.

The second tactic was to ask people to provide information that slotted them into psychographic profiles. Why anyone would volunteer to be labeled and categorized is beyond me. There’s nothing in it for them.

Facebook is capable of providing a great forum for developers who really want to engage with prospects. It’s a great place to discuss design issues, the things that make a location great, amenities and etc. But you have to really want to know what people think. If you are just doing it so you can say you are using Facebook, well, then you aren’t really using Facebook at all.


David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more

David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more





Industry Events