With Great Power

December 1, 2009 · Comments

Bacon from Roger Smith Hotel and Chololate from 5th Avenue Chocolatiere Another point came from a conversation with Pat Phelan the other day. We talked about the notion of trust agents and what it would mean if I let my post about Timberland stand in the very negative way I had portrayed it. He brought up the fact that my blog would be indexed by Google with a negative title, and that it would impact search results for Timberland.

I want to address the many ideas his conversation with me brought about. Mostly, I wanted to share how the decisions we make as bloggers impact other people’s sites, and what it says about trust.

How Google Sees Trust (some of it)

Not all blogs are ranked equally in Google, but most of them are indexed and counted (unless you’re a spammer). Google counts links to other sites as proof that something on the other site is of value. They rate links based on the value of the site that posted the link, and ascribe some level of the originator’s page rank in Google to the target site. So, if chrisbrogan.com is Page Rank 6, and Jon Swanson’s blog is Page Rank 5, Google gives a little of my juice to Jon’s site.

So, just by linking to a site (or NOT linking to a site), I’m telling Google something mechanically about whether or not I trust a site.

(SEO folks will pipe in and tell us that there are 14.7 other things I missed. But you get what I just put out, right?)

Link Text And What That Means

By the way, HOW you link to something matters. If you link to www.chrisbrogan.com by calling it Chris’s blog, then you’re telling Google that people searching for “Chris’s blog” might want chrisbrogan.com. If you link to www.chrisbrogan.com by calling it social media resources or social media strategy or whatever (frankly, I’ve never known what to bother ranking for in search results), then you are telling Google that people searching for social media whatever might want to find my blog.

So in choosing the words for the link text, you’re also making decisions. How does that change the way you’re blogging right now?

What Your Blog Says About Trust

In a Nielsen survey, it was pointed out that 70% of people surveyed believed opinions they read about something online. It was the second highest level of trust people gave (trusting their known friends came first). So, just by writing something down online, 3/4 of the population will believe what is written. If you’re evil, this is awesome. If you’re a good person, this requires a little bit of thought.

When I write that I am frustrated with a brand, I write it as a person, as a consumer, as a user. Pat said that he considered me his trust agent and that if I’m slamming something, he’s taking that more to heart than others. This stopped me.

First, the concept of trust agent, as Julien and I wrote it, is more about the idea of someone representing a brand or a position officially, like Frank Eliason does for Comcast. We talk about how individuals can earn trust and build reputation, but it never occurred to me that people might see others (me) as a trust agent in most things. I mean, it makes sense, but then I fall into the basketball player role model problem. Know what I mean? You always hear the famous athlete saying (at his hearing), “I want kids to appreciate what I do on the court, but not to follow every damned thing I do,” or similar (I’m not making that up; you’ve seen that, right?).

So, I fall on the classic Spider-Man line, “With great power, comes great responsibility.”

Communities Demand More

A few people were upset with me in the comments of the Timberland post for voicing my opinion. I took offense at first, feeling that it’s my right to complain on my blog, and that I’m a frustrated consumer. Some part of me, however, is seeing their side, too. They come to me to get useful analysis. There’s some use in reading a rant of mine, but there wasn’t a lot of balance or analysis. Some friends might jump on this post and comment that I’m not obligated to do such, but I believe I am.

At the time of this writing, my blog is officially the #1 marketing and advertising blog as ranked by AdAge. (I rarely talk about that fact. It’s over in the sidebar badge there, but it’s not something that seems relevant to point out.) As such, people are looking to me for ideas on marketing and advertising. In the case of my Timberland post, I complained that the ad created demand that the retail operation couldn’t supply. It’s an advertising problem, or maybe a customer service problem, but it’s how I handled it that was called onto the carpet.

Translation

Interesting to consider for yourself, eh? Who’s looking up to your words on YOUR blog? Who is treating you as the authority? How are your efforts relating to trust? Is your blog a trustworthy source of information, ideas, and actionable items?

What about the blogs you read that you value the most? Do you consider TechCrunch to be trustworthy? Why or why not? What about Jeff Jarvis’s Buzzmachine? The blogs you value, do you also find them trustworthy representatives?

And how responsible do you feel for what you post on your blog?

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  • Chris, Your willingness to be real as well as apologize and change continues to builds my trust in you. I watched the Timberland story unfold, reading the first post and then the rewrite as well as your tweets in between. That is priceless. You really are one to follow and learn from. I like seeing you learn along the way with all of us. That is a sign a good leader/teacher. I can't stand seeing someone arrive and then start spewing their "wisdom" on me without the willingness to continue to grow. Thanks!
  • Interesting Chris, but without the original post, which I sadly missed, it's hard to see what the problem was. But whatever you said and however you phrased it, advertising a product that isn't in retailers, and those retailers not having any information about it or when it's likely to be available is a huge faux pas and frankly deserves strong criticism.

    I also believe there's a real danger here in trying to temper reactions as our traffic and authority grows. I read your blog because I share many values with you - I read the Timberland story and it made my blood boil - it's exactly the kind of thing that really annoys me as a consumer.

    The moment you stop writing about stuff like because of your feelings of responsibility is the moment you will start to lose your audience because you will not be being authentic.
  • It's great to see this level of concern and attention directed toward responsibility. When I think about the failing newspapers and the potential loss of investigative journalism and deep research of stories, it's scary. But thinking of a host of bloggers with a strong sense of responsibility - that could be a fair substitute.
  • With such a high profile, Chris, you do wear a mantle of leadership that comes with a huge measure of trust. Most of your readership wants you to hold to a higher standard because of the nature of leadership and the expectations made on those who have it given or thrust upon them. Just because the blog world can create this type of leadership more quickly than in the past doesn't negate the influence leadership like yours can have or the responsibility it requires. When the eyes of so many are on you, it is wise to consider that weight. New leaders often have trouble embracing that and still being true to self. Long-time leaders simply make it a part of who and what they are, thus they are always true to self.
  • Chris, almost exactly 2 years ago, I asked this question on a series of blog posts about influence:

    "As people with influence, shouldn’t they (heart surgeons, infopreneurs, marketers, non-profit managers) be held to a HIGHER ethical standard than the rest? The question applies to everyone with influence. Yes, bloggers too."

    There were a few interesting comments too, you can read the entire context of the discussion here:

    http://guydz.com/moneypowerwisdom/index.php/200...

    I believe that, the more widely your words reach, the more you need to consider the weight and influence and impact of them before they are written or spoken.
  • Just because I trust somebody doesn't mean I believe everything they say.

    I believe THEY believe what they say, which is a solid starting point for a conversation, but you know what they say about opinions.

    We who write, or otherwise stand in front of a room of people in the hope of casting our personal brand of illumination on a topic, do so secure in the knowledge that we're providing the absolute best information we possibly can, and that everyone who listens is going to fall into one of three groups: believers; believers, but...; and non-believers.

    One more thing I've learned I can be sure of. In six months or a year, or sometimes even the next day, I'll look at what I wrote, or a video of something I said, and I'll ask myself, "What the hell was I thinking?"

    It comes with the territory, babe. Look at the heat Gladwell takes. Something tells me he doesn't lose a lot of sleep over it.
  • Excellent thought here. Yes, I do think about what I'm posting, but never considered it as powerful enough - I suppose I've been stuck with mortal metrics like page views and comments; guess I could perhaps look beyond such obvious metrics.

    And of the blogs I trust, at least personally - it possibly stems from consistency of thought; does that blog, over a period of time, proves to me interesting/ readable/ honest in its outlook opinions. Even if I stumble upon a single interesting post, the first instinct is to leaf through some of the other recent posts to ascertain consistency. From that perspective, the only thing I was bothered about, when I started my other, music review (Indian music only) blog, my first objective was not to worry about views/ comments, but to put enough content in it, as consistently as possible, so that it became impossible for lovers of Indian music to ignore my blog.

    Thanks for your post - made me think. That's worth the effort, at least IMO.
  • heroweb
    Some bloggers' trust/authority comes from the fact that they are unabashedly bashing other stuff. It is not always nice. But their readership loves (and some hate) them because they are pulling no punches.

    I am following your blog - not because of the Timberland post - but because of the follow-up analysis/learning/introspection that goes along with it.

    Trust takes many forms to many people. Some readers are after trust (personal connection/community) others just want authority (your expertise - even if your a jerk). Great closing question on the tie-in between value and trust. Still thinking on that one. :-)
  • erikdeckers
    I guess that's the frustrating thing about being a trust agent. You're a trust agent ALL THE TIME, and you have to tread lightly. The only time you can escape that is when you're moving in circles where they don't care about social media.

    However, this is also the problem with people putting TOO MUCH trust into a trust agent. I read your post yesterday, Chris, and thought, "Huh. He had a bad experience. I still like Timberland though."

    I think the important thing to remember for people is that a person's opinions should be taken into account, but an opinion should not be taken as gospel. Even if the guy did write a book.
  • Fragmintz
    I will only read a blog on a recurring basis that I trust. This is built by the author who writes interesting posts that make me think and give rise to new ideas. For example, one of my daily stops is on Lifehacker.com. I love that site b/c they discuss things that interest me (lazy people solutions) and give plenty of insightful commentary or useful links. In fact, one of the first places I turn to in research (before Google) on a tech solution is searching Lifehacker. I don't know enough about how Google works to comment on their methodology, though this post has given me something to think about. In closing, I'm going to base my trust on experience with the blog rather than what Tech Crunch tells me. Sometimes you find nuggets that no one else is reading.
  • fabulousphotogifts
    Hi Chris

    I think that if you (personally, whether that's you or me writing the post in question) writes with a desire to be GENUINE about what you're reviewing or another blog post you're linking to / a website where you feel there is benefit in the reader visiting, then that's enough isn't it?

    I think visitors are usually very savvy and can spot when you're writing something genuine.

    Obviously, I blog mostly on a commercial online retailer level so I can't afford to let my personal feelings on a topic become a potential to put a customer off our photo gift company, but I can still be helpful and genuine in doing so.

    At last I hope that's how I come across - I don't intend it any other way.

    Jonathan.
  • Bacon and chocolate?
  • Other than coffee, what has greater power than bacon or chocolate? Except, perhaps, chocolate-covered bacon ... or bacon-flavored chocolate. :)
  • When you go to a source like Chris Brogan, Jeff Jarvis, or Seth Godin, you go with an expectation that you will fill your knowledge bucket with a new thought, idea, or concept. So, absolutely, people (sites) like this have sway and influence and also have a reputation of reliability (of content). I think this is a huge consideration when you write for professional (not personal) audiences.

    Interestingly, when I read this post, I contrasted it to a rant by Chris Pearson about twitter from early October I think. On his post, he blasted away in his post and then continued to blast away in comments not only about his original twitter post, but evolving into the quality/personality/positions of his commenting audience. Person clearly does not consider his actions and his readers.

    You on the other hand, are climbing up Maslow's Hierarchy every day and this post validates your desire to reflect on self and consider your actions in pursuit of wisdom. Now I know that's a heady statement and others will just say that you are protecting your reputation and can't be credited for self actualization... Which may be true, but most thinking men get past ego to strive for best actions.

    I'm glad to see this post, your humble tone, and such quality participation around it. That's what real leadership is about. Continue leading!

    Best,
    Justin McCullough
    Life is good!
  • lizzyval
    Justin - great comment and agree. Loved this sentence: "You on the other hand, are climbing up Maslow's Hierarchy every day and this post validates your desire to reflect on self and consider your actions in pursuit of wisdom."
  • Thanks and I'm glad you agree with my view! Chris has a lot more responsibility than he (and others) gives credit for. The responsibility to self is paramount and while this post was to our (the readers) benefit, it will benefit him more than any of us because he now has a clearer, more real view of his online actions and will measure himself by this new view.... I'm rambling, but trust me, whats in my mind about this topic makes a lot of sense! *chuckles*.
  • The power of the Internet enables us all to speak our mind and what our Google Rank (or any other ranking/list/whatever) should not hinder us from speaking your mind.

    This is YOUR site. This is where you get to share YOUR opinions.

    Maybe brands should pay more attention to what bloggers are saying. If Timberland really cared about what you said they'd comment on it. Maybe they can't fix the gripes you raised, but I know that just being heard is what you would want the most and that would go a long way.

    People should be reading your blog and consuming your content because it comes from you. They should take both the good and the bad. The rambles and the rants. Don't ever not post something because of what others might thing. If YOU want to share it then please do.

    Personally I connected more with your Timberland post then I have with many others recently because it spoke to me. Others will connect with other posts. That is the fun of what we are all doing here.

    Don't change. Unless it is for the better. *smirk*
  • Chris, in a previous life I published a report for the insurance industry. We took no advertising to maintain editorial independence. At first, we were pretty "free wheeling" with our opinions and comments - but over time as we realized people were really paying attention to what we were saying and that we were driving discussion and influencing decisions we felt it was imperative to make sure we were acting in a very ethical and responsible way. It is expected that "thought leaders" will editorialize and critique. Yet, I found that criticism was easy - the harder part was suggesting positive action and viable solutions - defining a new course of action and identifying lessons learned.
  • People will always disagree with you. You don't write posts -- the Timberland one or any other -- to bend people to your will or to have them lie down and suck up whatever you're offering. You write to express your ideas and to have discussion with others about them.

    Does your blog influence a lot of people? I'm sure that it does. People trust you and I'm sure there are those who take what you say as rote; people who'll do anything and everything that you say. Does that mean you no longer have the right to express your opinions? I certainly hope not. Most of us come here to read what you have to say because it's almost always very thoughtful and insightful.

    So, you GO, Chris Brogan. Write on!
  • alejandrorecio
    To be the number one blogger in the industry is very much like being the older brother. You are the role model for your younger siblings, if you do something its most likely that they will copy and repeat everything you say (however annoying this might be). Reality is that if you have a large or the largest number of “younger brother and sisters” you have a greater responsibility and with great responsibility comes less freedom, at least to say what ever you want.
  • Chris,

    Trust sells. The deceptions that we see many less-than-scrupulous Internet marketers use wholesale come back to haunt them in the long run. Look at the FTC requirements about testimonials/affiliates (that go into effect TODAY everyone) that are the result of abused trust. These regulations are meant to insulate the 70% that believe what they read online.

    Thanks for your work/thoughts!

    s.c.
  • cathmary
    I agree with MikeCJ -- it is a slippery slope you or any blogger travels if you have to temper reader reaction. You end up in the bland oatmeal world of political correctness saying nothing worthy of note at all.

    Your authenticity is why I read your blog -- and your newsletter and your book.

    I'm seeing some corollaries here, on a small scale, with the infamous Oprah vs Beef Industry flap some years back. The true issue of food safety took a back seat to the (manufactured?) issue of whether Oprah had the right to speak out.

    The discussion on IF you should speak your own opinion in your own blog and HOW you should do so is obscuring the true issue IMO --crappy customer service and probably also store operations. (Timberland, however, is far from the only retailer with these issues on its plate. )
  • BarbAtSea
    I'm not sure how you had changed your Timberland post by the time I saw it but I liked the post I read. 1. I do consider you a Trust Agent and I am working on building trust in my niche on my blog. 2. When something doesn't work, or is frustrating for the consumer, I think it is good (and important) for Trust Agents to point out the issues. 3. Companies, such as Timberland, can use that information to improve in the future. I see this as a win all around.
  • Chris,

    Being that I'm not an SEO/SEM guy, I struggle to consistently understand it all. Thanks for the brief, easy to understand tips. I knew the part about links. I was not aware exactly how all the ranking stuff works, and I definitely wasn't aware that Google takes into account "how" you place a link in your blog posts.

    That will make me think about the placement of links in my posts from now on. Just one more thing I can do to get more traction for my blog.

    Thanks.
  • richdixon
    To answer your last question, I feel INTENSELY responsible for the words on my blog. I've occasionally slipped and used the platform to rant, and always regretted it. My megaphone's not nearly as big as yours, but that doesn't matter.

    The hard part for me is being authentic while still advancing my message and fostering the conversation. I personally enjoy being a bit snarky, but I'm learning the hard way that it isn't the way to go on my particular blog.

    I'm writing to people who want to follow Jesus, deal with adversity, and find hope. I'm seeking the balance between being who I really am and saying what I want to say. Sarcasm or controversy diminish my level of trust, so I try to avoid them.

    It's about being intentional. Words matter, and they need to be used carefully and with purpose.
  • It's true that people do come to you for ideas and probably a lot of guidance. I agree that everyone has the right to an opinion, even when they don't agree. However, you have both directly and indirectly reminded of some very good points about human business.

    1. Customer service is a big part of customer satisfaction. (Doesn't matter how great your product is, consumers still need courtesy and respect.)

    2. The franchises need to all have the option to order a product for you. Especially the attendant (who may have just been having an off day?) at Timberland could have probably said, "We don't have any in stock, but let me pull up timberland.com and we can have a pair here for you to try on in a few days" instead of: "Sorry, we don't have any of those in yet, try Macy's." (Though, I'm sure Macy's appreciated that. :)
    and

    3. Even when blogging we "catch a lot more flies with honey that with vinegar." (LOL, my mom used to say that all the time.) I have to always re-read my posts and comments, because sometimes I get into a train of thought and inadvertantly sound too "bubbly" (even about new technie information LOL - can't help but be kinda geeky and excited sometimes :) or kinda like a "know-it-all".

    Oh well, Chris, live and learn, then get Luvs right? ;) You have the right to share experiences with us, but you really do have the "power" to help or not help so much with your writing. Kind of a big responsibility huh. :) That's why it's yours. - Does that make sense? Anyways: Own it.
  • The trust role is something that goes on all the time if you know it or not. Out of the blue one day some many years ago I got that first call.

    " Hi ! My name is Bob, you probably don't remember me but.....your'e someone I can Trust"

    I do my best daily to live up to that expectation.
  • I love this post - it's a topic I've rarely seen discussed. I think we have to realize that blogging is a public act, no matter how many or few people are reading. Bloggers may tend to hide behind their computers, but the output is visible to the world and as such we have to take responsibility for that, just as we should take responsibility for the things we say in public - whether it's to a couple of friends or to a large audience. Personal responsibility applies to bloggers too...
  • irishis
    Excellent points made Chris. Although no one reads my blog it's definitely something to keep in mind and follow, even how I link out. Same goes for Tweets too, possibly more so, that's an even quicker way to form an opinion on a product or service especially if it comes someone you hold in regard.
  • The more social media moves toward "What do these measurements mean and what should I do next?" pushes us at PostRank to chew more on precisely these notions of what audience engagement really means. Social hubs, audience engagement, discrete events... these are all things, but they're done by real people, and trust and other interpersonal ties are representative of different types and levels of relationships.

    That's the core, really, of why we don't weight all engagement events (comments, tweets, diggs, etc.) the same, because they don't represent the same amount of effort or interest, and, more "humanly", they don't represent the same levels of trust or exchange of social capital.

    Of course, it can get sticky and uncomfortable pretty quickly when you start laying down concrete measurements for human interactions. Seems... mercenary, perhaps, especially when business makes use of it. But at the same time, we all already do it, and have been since there were two people on earth to start interacting and trying to persuade and influence each other. :) The internet just enables us to see it at work, participate in it, and break it down better than previous methods.
  • This is a great post Chris. I think we are finding out more and more that our business life is crossing over to our personal life with our online presence.

    I had the same experience you have had and belted out a post of dissatisfaction. While the post generated some traffic and comments for me. What did it really do to help?

    Looking back, if I had reached out to that company representative about the situation THEN posted the failure, the reaction and the outcome (to include what the company did to resolve the situation and my helpful thoughts); the whole picture and my post would have presented a different light on both the company and myself.

    I now watch how I post as well ... always focusing on the positive first, however, you also want to stay true and honest - even when something comes along that's not exactly right. Thanks for the tips on linking .... I was not aware!

    I think talking about your experience was a perfect venue for you to share your expertise.... and maybe .... gain a new client?
  • I was one of those that supported the original take and was disappointed when you edited the article. I think it is just as damaging to temper your opinion as it is to let it run wild.

    I'm an educated consumer and although I respect your opinion, a single blog post is not going to get in the way of my own wants, needs, or desires. I might consider it as a factor, but overall it doesn't have much effect.

    On a side note, if Timberland's SEO is so poor that your post would instantly outrank everything else, then that's their problem.
  • In a similar vein:

    Did you change the post because it might negatively impact YOUR brand?

    <it never occurred to me that people might see others (me) as a trust agent

    C’mon!

    False modesty only goes so far and I think this is pushing it a little.

    You're a great source of knowledge and I’ll always read your site but I think there’s an element of “The lady doth protest too much” in here.

    PS - A link to the original article would also frame your arguments/revision a little better.
  • Anthony75
    One of the things I like about Chris was that he was not afraid to say what was on his mind, but now I am confused as to if I can "trust" what I am reading, or if he is self censoring.
  • Chris,

    I appreciate the point you make about how one's Blog can affect other sites positively or negatively. I think your use of the Spiderman quote is quite appropriate.

    It is obvious to me that you are a person who puts lots of thought and care into what you write. This is only proven by the way you re-wrote your Timberland post. I saw the original and then the re-write. The fact that you cared enough to go back and revisit the post is why I consider your postings trustworthy.

    I vote that you should be named poster child for the 'Blog with Integrity' site.
  • Chris - I don't know if people were upset about you voicing your opinions or just disagreed with your conclusions and reacted to that. An indictment of brick and mortar retail stores is very different than a focus on marketing, employee training, or ways to improve a system. You might still stand by that blanket statement, though I'd posit you don't present much evidence in your post to prove the broader point.

    To put this in context, since your original post, I purchased an item listed on Amazon.com by another well known merchant, paid for it, and passed up the same item in a retail store because it was more expensive. 12 hours later, after brick and mortar stores were closed, I got an email saying that the product was an "advanced sale" item (not mentioned before) AND was "on backorder" (which seems odd if it's advanced sale). No delivery date was promised, and the product is now listed as "unavailable" on Amazon. My email asking for further clarification about my order hasn't been answered yet, nor have my emails to two other merchants who had advertised the same product.

    No matter what influence I have, if I report the facts and my frustration and offer up ways things could improve or could have been handled better, I don't think folks would complain. But when we move beyond that to a bigger picture issue - as is certainly my right or your right - we mix two issues together and folks react. In other words, if I said "online retailing is dead" because of that experience, it's a different conversation.

    Part of the "great responsibility," I think, is thinking through when we do that (or thinking through posts to see if we're doing that!) and understanding and expecting the reaction. It's not always easy to do, particularly when we're writing from passion. And we'll always make mistakes, anyway!
  • Chris,
    Excellent way to turn this experience around for us to understand and take away. I read through your blog, and in fact, I understood as you noted, writing as a consumer. Simple. And you are right! It was an issue between advertising, operations and customer service. You came to expect, like anyone of us, that those shoes would be there, and they weren't and worse: customer service had no clue what you were talking about.

    On my end, individuals bilingual [Spanish+ English] or not come to rely on what I blog, partly because of my work, partly because they know me, and others who ran across my work. I take this responsibility very seriously, and try to be as human as possible. Not sure if this is resulting in actionable items, its something I need to continue working on. Most of my audience is direct through face to face (recruiting and consulting) and the blog simply is an outlet.

    From the dozens of blogs I read, I take them seriously because they are authentic and speak to me. That is why I continue reading your blog and following your work.

    Keep writing on Chris!!!
    David
  • Thanks Chris. To me it reads like a very honest post. I'm really surprised at some of it. I thought you must know that you are a Trust Agent. Why did I think that? Because I've come to put you in that category for me. I trust you but that doesn't mean I expect to agree with you all the time - even when I disagree with you, I expect you to inspire me.
    Your difficulty in the store, on here and on Twitter has inspired me to think a bit deeper into the role of "ranting". You'd be less interesting and useful to me if you didn't also show yourself as a consumer with whom I can empathise. You're not only an ideas man to me. He're a human being who can be frustrated, angry, excited and mad (to name but 4).
    I still think you could have made more of the business leadership issue, but you've spurred me to clarify my thoughts on that.
    Mike CJ - I agree with your urge to Chris not to temper his reaction and lose his audience. Such a great word you use: when in doubt be Authentic.
  • human3rror
    Wow, thanks for the great read! It was worth clicking through the GooReader.

    ;)
  • WHAT CHRIS BROGAN & TIMBERLAND TAUGHT ME ABOUT OPPORTUNITIES & POWER

    Thanks for these past two posts, Chris. My contribution to this conversation is this...

    This is a story about opportunities. Massive opportunities to innovate, differentiate and build business. Some obvious, some subtle, but all are opportunities to improve the game.

    As a business person and entrepreneur, I'm highly tuned to words the following words that appear in this conversation:

    Frustrate; Struggle; Challenge: Fault; Blame; Disappoint; Pain

    These words are the signposts to opportunities for all of the stakeholders including:

    The Timberland retail clerk;

    Potential employees who think they could do a better job than the retail clerk;

    The Timberland store manager;

    Retailer training/incentive suppliers;

    Competitor's of Timberland retail stores;

    Timberland's retailer support people;

    Timberland's supply-chain/e-commerce providers;

    Timberland's Marketing VP;

    Timberland's advertising agency;

    Timberland's media buying agency;

    Timberland's PR agency;

    The competitors of Timberland (on and off-line);

    Timberland's CEO;

    The readers of this blog.

    Maybe it's time for Timberland executives to seriously think through what business they are in - before their competitors (direct and indirect) take the initiative and act on these opportunities.

    Yes, it's about opportunities - and perceiving that you have the power to act decisively and quickly on them.

    Best to you,

    Robin
  • Batman
    Well, you're not the person I goto first everytime, however, I do make an effort to read you when I can, like this article. Thanks for a great post again, as always, Chris.
  • natfinn
    You are "The" Chris Brogan. I am a Broganite. We both admit to our parts. It is because you are humble, consider others before yourself, and are a true community builder that I follow. And I'm sure I'm not the only one. I'll respect anyone who respects their responsibilities to a Religious extent. It's a welcomed change. It's that kind of passion that's been lacking in my life.

    That being said, if I were to wager a guess as to why this "Timberland" event marches on, it is because you were so afraid to break the trust you've worked so hard to build up that you've overcompensated. And because of it two natural 2.0 rules were broke.

    1) Adding content instead of rewriting content
    2) Taking a chance to turn a negative into a positive

    Buddy, you weren't going to bring down Timberland with your rant. You're not that cool yet. Not only that, in fact, on a scale of 1-to-10, you're rant was a 3 at best. And it was because you were 1) not mindlessly ranting 2) mindful of your influence, and 3) dead-on right. Timberland should understand that even in the 21st century that people are still going to go to the store to check on heavily promoted brands from companies whose products are found in stores with frequency. Why Timberland wouldn't have Earthkeepers in stores in metro areas sounds like a pathetic mis-measurement of their target market. (There, I'll say it).

    And you pointed it out. You have a right to create a buzz about it. And because of the buzz you could create (and yet still have), Timberland might have reconsidered their strategy. They might be up as I write doing so right now.

    Hopeful end game: Timberland reconsiders putting EarthKeepers in stores, you write a positive post about the change, send a positive SEO link or two which neutralizes the negative post (and if they're really having a groundswell of negative anchor text, they have deeper issues), and everybody wins.

    Since most 2.0 concepts come from hippie music, I'll point out what Lennon pointed out to McCartney in a letter: you are influential, but you are not the movement. You are a part of the movement.
    http://www.dailymail.co.uk/tvshowbiz/article-65...
    (Yeah, John was mad. I am not)

    You've never been king before. It's okay to learn on the fly once in awhile. We learn with you.

    And those who don't like it are just trying to be spoonfed.
  • wow, ok- you as Chris Brogan do have a powerful voice that many follow and admire not doubt there however you are still a consumer, a consumer with a voice, How many of us have a bad experience that do not voice it publically online? I do not think it is about how they failed CB the SM icon but more that they failed a consumer in so many ways. Their concern seems to be the negative impact they had on Google and not that a man tried to but their shoes. It happened to be Chris Brogan who has a voice that reaches many. What if it was Vara who wrote the same post would the reaction be the same? Probably, most likely not. If they were so concerned about the negative impact how come a pair was not overnighted or even better hand delivered to your home? That would have gotten you talking and singing their praises.

    Are bloggers held accountable for what they write - yes but is what we write going to be that scrutinized that we have to think twice? You were a consumer that voiced a bad experience to show others what not to do. Is that so wrong?

    Instead of worrying about your impact they should hire you (or me =-) ) on how to avoid such a mass failure.
  • I trust you Chris; to offer advice, valuable content and direction to the entire community.

    I also trust that you'll be human and consumer enough to narrate a bad experience, rant or not.

    I read the Timberland piece and it sounded matter-of-fact; there was slight anger but that's to be expected. What I didn't see was of you foaming at the mouth and tearing your hair out.

    I believe it is your duty to direct us, and this is part of that expected direction.

    Nothing less works for me.
  • gacconsultants
    It's posts like these that continue to stregnthen my trust in Chris Brogan... thanks for being you Chris... Keepin it real!
  • I really like this! We so often forget the power our blogs, content, and even personas can wield. Sometimes it is not fair to use that against other people--what we often forget that companies are ultimately.

    We often think of companies as big ugly ogres; however, in reality they are made up of investors that take big risks (for gain of course), working stiffs like you an me, families that rely on that company being successful, towns that need that company to stay in business, etc...

    I like you choice and you way of educating us. Maybe suggesting a better way is a good best practice over the rant and scorched earth approach.

    Thanks for learning out loud. It helps me.
  • bensmithee
    Hey Chris!

    Really nice job!
    I wrote a post yesterday in response to the Timberland post that called out a couple of issues I feel are important for you and other "digital leaders" to consider and the Spidey quote was used as well!

    I think your follow-up was excellent in this post, and I definitely appreciate your humility!
  • Thanks, Ben. I appreciate your ideas.
  • bensmithee
    Thanks Chris, likewise!!

    Just posted a short follow-up today.

    It's funny how Trust can be led from both sides of your mouth. In one post, people may have viewed diminished trust due to a negative "rant", but then others react to your post today with a lack of trust in future sincerity.

    Realizing we can never please everyone, yet every voice counts in this environment, how do YOU personally approach these types of situations?

    Thanks for taking the time to reply Chris!
  • You know, it's authenticity like this that makes you as good as you are. Thanks for such a thoughtful post. It's an important message that anyone who has built influence through the social web needs to keep in mind constantly. Thank you!
  • Good point. Too many journalists don't think about the consequences of what they write so long as they get those hits. I've seen guys who criticize "greedy capitalists" for doing whatever it takes to make money and then turning around and pulling every kind of underhanded SEO trick to drive traffic to their site (and generate those ad "hits") with a total disregard for the consequences.

    So now, who's the greedy capitalist?

    Note, I meant it seriously when I called bloggers journalists. Just because you own the media outlet, doesn't make you any less a journalist if you are writing what purports to be news or editorial opinion.. In fact, it makes you a publisher as well and thus even more responsible for what you spew out into cyperspace. Wouldn't it be fun if lawyers started applying libel laws to what some of us small bloggers put out there.

    Thank you for demonstrating that there is an ethical element in the blogosphere. That's why this site is bookmarked on my browser.
  • avilbeckford
    Chris,

    Sometimes I wonder if I am in this world. I read your post about Timberland and I didn't think any less of you. I just thought about a company not delivering on its promise and you being upset about it. I didn't even think about it after that.

    Whitney Hoffman took your post and ran with it and dealt with it in a different way. She wasn't involved in the situation and could come to it with a fresh perspective. I understand what people are saying about responsibility, because you are now a very public figure.

    Here is my take, we are all human, and there are times when we will screw up. It's not good to put people on pedestals, and sometimes people's expectations of those in the spotlight are unrealistic. Remember, first and foremost that we are all human and will make mistakes, some worst than others. Benjamin Franklin strove for perfection and found that perfection doesn't exist, but on his road to perfection he achieved excellence.

    Let's try to put things into perspective and be easier on ourselves, which will allow us to be easier on others.

    Avil Beckford http://www.twitter.com/avilbeckford
  • Very humbling. What's posted on the web stays on the web. This is a great post for responsible blogging that will surely help me in the future. Thanks, Chris!
  • Wow, great discussion. Most of us don't have the opportunity/challenge of a voice as loud as Chris', but we still have the platform to influence others in our sphere. Where do you draw the line between sharing your truth and zipping your mouth? Will the time come when freedom of blog speech gets challenged with a major defamation lawsuit? Seems it might come down to responsibility. Time will tell, but a few of you out there should get into your Spiderman outfit.
  • I think people are sometimes too trusting when it comes to reading what's online.

    Although most folks have no reason to give a dishonest opinion, they do have some level of bias. And that's not even including those who post lies with bad intentions!
  • wendylecot
    First time commenting here, but I am so turned off now because you may be guarding your comments in a more significant way from this point forward because of the Timberland backlash. Not sure how authentic things are going to be from this point forward and that was an important element for me in trusting the blog. Building a relationship involves frank speaking even when the "friendly brand" doesn't want to hear it as it provides feedback to improve. Chris, I appreciated your breather comment during the holiday solstice - stay your course and make brands responsible as that is service to the greater good.
  • Think we're in a brave new world - and that you, Chris Brogan, are doing an amazing job of being authentic, transparent, and full of integrity. I'm not sure what the right answer is terms of how much is ok to say about personal experiences like the one you had with Timberland when one has a platform as strong as yours. However I do know that the sensitive and introspection with which you are working through this experience is very impressive. Kudos to you for being the kind of person who makes other people want to be better people!
  • cogdog
    Gee it must be such a burden carrying all that responsibility, being #1blogger and all that stuff, I really don't know how you can manage such a weight.

    FWIW it was Charles Barkley who's bad ass attitude was "I am not a role model" - it was not a court hearing but a Nike commercial http://www.youtube.com/watch?v=nMzdAZ3TjCA
  • I love the picture of @RSHotel bacon and @5thAveChoc Chocolate : )
  • inderpalwig
    Hey Chris,

    I appreciate and understand that being "Trust Agents" / bloggers that readers refer to and rely upon for information, there is a responsibility factor that should be kept in mind, however, I think the readers also have a responsibility to question, research, analyze, (test) and make their own conclusions. We all have our own unique perceptions and come to our own conclusions. As a reader, I have placed a certain percentage of my trust in your blogs, but I also recognize that I would be following you blindly if I didn't trust my own questioning, research and understanding of things. I'm sure you're a leader that wants to create other leaders, and not followers, and wouldn't want people to be following you blindly.
  • Barbara Maldonado
    Chris,

    Thank you for your post, I have enjoyed reading your work and books immensely. I actually wrote something very similar on the blog I just launched - titled The Power of an Audience.

    The question that I pose - do we need to speak every single thought, positive or negative, that comes into our minds because we know there is a worldwide audience thanks to new media and social networking tools?

    Most importantly, with all of these tools at our disposal – What is the appropriate response when we feel strongly enough to speak up?

    I remind myself every day that the moment I am in the company of someone else or posting my thoughts/opinions online – I have placed a message, impression, a thought in the minds and hearts of my audience. Those words can empower just as quickly as they can undermine. Whether it is the strategy that works for everyone or it is something that is appropriate for the personal brand I am building for myself, I have found that the more accessible I become online, I am compelled to censor my thoughts and think carefully in the off-chance that particular post becomes the first and only impression that reader has of me.

    I look forward to reading your posts and learning from your example and insights.

    Continued success,

    Barbara
    @bmaldonado
  • Chris - I didn't see your original writing of the Timberland (why do I always keep thinking of Justin Timberlake when I hear 'Timberland'... anyway) but I'm assuming you used the anchor text in a bad way to link to something to do with Timberland or something like this.

    I think you've got every right to have a vent and you leave a good message to other businesses out there - if you're advertising a product on TV you would expect it to be in stores unless it clearly said 'online only'.

    Here in Australia, our local video store had a tag line 'get it first time or get it free' meaning that if the video they had advertised wasn't in store when you visited then you would be able to rent it out for free the next time it's in store.

    This hopefully avoids the problem of having an unhappy customer as they're getting a free product in the end.

    I think it's ridiculous that all stores and affiliate stores (not online) didn't have the Timberland (almost said timberlake there) in stock, actually not even in store yet when it appears it was such a highly advertised product. What a waste?
  • Bacon and chocolate?
  • We can make him stronger, larger, more powerful... He will be more than man. He will be...

    IronLock.

    Though in all seriousness, before Cataclysm hits odds are we'll have plenty of time to gear up and should indeed utilize that time, though it is not a question of getting upgrades, but of their significance in cataclysm. With the level cap being raised only five levels, will we be raiding the Abyssal Maw in Tier10 still, or what? I ponder the new item levels or how they plan to go about that more so than anything.

    Then again this expansion isn't over just yet.
  • Anna Olson
    It was refreshing to read this, yet sad that I am so surprised and impressed to hear that someone puts thought into what they put out there and understands the impact of their actions and opinions on others. This is a great example of personal responsibility in action. You certainly practice what you preach and are taking your responsibility as a leader very seriously.

    I think this concept should translate offline as well. We need to be more conscientious of our impact on others by being deliberate and responsible in our words and actions because all of us are leading someone: at work, at home, in our communities. I think we need to be authentic and honest in our communication with others, including how we handle our mistakes (we all make them), but especially when in a position of power. Thanks for caring enough to post this, Chris.
  • I do agree that you need to be careful about hurting someone else's brand by what you say but I also believe that brands need to be careful in the expectations they build up and do not fulfill. It is a fine balancing act providing information for consumers and holding brands accountable.
  • After reading the Timberland post my immediate takeaway was that they failed - period. Whether or not Chris somehow let me down or swayed me to dislike Timberland because of his juice in the bloggers world never crossed my mind.

    It was a perfect case study in what not to do when putting together an ad campaign. Just because the ad was not through the social media channels doesn't mean we can't learn from their mistakes.

    Chris saw the ad on TV - it worked by creating the desire to purchase from there it all fell apart because somewhere in the Timberland chain a link broke.

    The stores were not properly supplied with the boots and or even aware that that model existed. What procedure is in place to coordinate the supply with the
    campaign? Does this teach us something? YES. It does no good to advertise something we're not equipped to sell. This is marketing 101 be it new or old media.

    Case in point. We're all going to Grandma's house for Thanksgiving. Oops no one told Grandma and she's not home, no turkey, no pumpkin pie...get the picture?

    The store personnel dropped the ball by not following up with the S.O.P. that says "Can I get your name and number and call you back...". Where is the staff training manual and why is this person on the floor or behind the counter? Does this teach us something? YES. Test, test, test and test some more until everyone knows the basics. At the very least if you don't know then the response is "let me get you someone that I know can help you".

    We can learn more from posts like Chris's Timberland rant (I use that word loosely) because it takes us back to the basics of any enterprise. Do your due diligence when planning any kind of campaign. Be prepared and make sure all of your sub-channels are prepared to deal with the response. Plan, test, review, adjust, test, and continue that loop until you're ready to launch.

    The lesson in the Timberland post is not what influence Chris has and that he should temper his posts because of it. No I say rather it is because of his influence that this type of post be put out there for his reach is great and we need constant reminders of the basic marketing principles that govern the B2C marketplace and what good customer service is.
  • christinagammon
    Thanks for the article. This has given me even more to think about as I work on my three blogs and website. I can't wait to start trying the information about anchor text links. thanks Chris!
  • Thanks for Information
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