Last night in #prchat20, we were discussing whether it’s potentially dangerous to abandon a channel of communication (in this case, we were focusing largely on Twitter and Facebook, but the thinking applies elsewhere) because it isn’t proving itself to be profitable.
I made the analogy of a basketball team. A basketball team has five players who all serve distinct roles in different positions (center, small forward, etc.). Look at any basketball game and usually there will be two or three guys on the team who are making a bulk of the points. (If it’s Cleveland, there will be one guy.)
Any coach would be crazy, however, to play with only these high-scoring players on the court. The three best players in the league would have a very tough time against the worst full team in the league.
If you’re thinking of switching out players, that’s fine. The players represent tactics, not channels. Rather, the positions represent channels. Your facebook efforts might be faltering, like Jameer Nelson during the finals last year, but that doesn’t mean you take facebook completely off the court. You try something else with that position.
Related posts:
- The Tonight Show fiasco will lead to a stronger definition of branding. Here’s why.
- Brand image and brand perception: Two sides of the same coin
- Presence: the best place to start with your public relations
- The farming game craze, from Harvest Moon to Farmville to Happy Farms
- The Great Facebook Brand Backlash
