GourmetStation: A Case Study of Damage Control in the Blogosphere
We at the Blog Business Summit think that the much-discussed Forbes article “Attack of the Blogs” was rather over the top. But that doesn’t mean we don’t know the truth - the blogosphere has sharp teeth. Bloggers are an opinionated lot and we tend to pounce when our unique culture or sensibilities are offended.
Take the case of GourmetStation, which was recently covered by Inc.com. The online retailer of high-end food and wine products was besieged by the blogosphere last year after owner Donna Lynes-Miller decided to start a business blog written in the voice of GourmetStation’s fictional mascot, T. Alexander.
It’s my personal belief that using the voice of Alexander - a proverbial “hog from Epicurus’ herd,” whose knowledge of fine food and wine knows no bounds - was a clever move. I think he’s adorable. But the blogosphere as a whole disagrees with me. GourmetStation was criticized roundly for being inauthentic by bloggers from BlogThenticity to Gapingvoid.
GourmetStation’s response was straight out of Marqui’s rules for good marketing in the blogosphere. Miller and her marketing consultant, Toby Bloomberg engaged their detractors. They posted comments on the blogs of even their fiercest detractors, telling their side of the story in a calm, measured way. While the blogosphere didn’t ever fully come around to the idea of T. Alexander as a blogger, they did go off in search of greener pastures.
That’s part of the reason that every business blogger needs a consultant. Because traditional business and communications methodologies don’t always translate to the blogosphere. In this vast, mostly uncharted wilderness - you need a guide.
{ 6 comments… read them below or add one }
Great article, thank you for pointing out:
“engaged their detractors. They posted comments on the blogs of even their fiercest detractors, telling their side of the story in a calm, measured way.”
It would be nice if computers could auto detect when we are angry and hold back posts and emails for day to reflecton what was written.
Yeah, they handled it really well. Even made feel kinda guilty for blasting them.
The thing is; you try things. Not everything works. So you try again. And again. Till you get something that clicks.
They sem to have done exactly that, so kudos all round.
And I think about Sony and maybe they’ll hire a blogger next time, to talk with them about the blogosphere. Don’t have to look any further than the disconnect with PR, marketing, and blogs than Sony and the CD DRM fiasco.
Thank you Teresa, for your perspective on the character blog debate. We are also pleased that you are fond of our T. Alexander. The notion of a fictional character actually came about several years ago when we decided we needed a web site host….an individual to speak to the culinary creations from our Parisian, Tuscan, Cajun & Fusion menus. Our desire to expand the mascot’s role to conversation about wine pairing, dinner party tips and culture trivia came about the same time blogs became popular. We could not resist this dynamic interactive platform. While we did not expect the media attention we received in 2005, we are appreciative that a few more people know what GourmetStation is. Wishing you the best, I remain sincerely,
Donna Lynes-Miller
Last week, Sony had another disaster in Japan.
They setup a blog for promoting their new product Walkman-A. But the new Walkman had a minor quality problem, and Sony mishandled it. Angry Japanese bloggers attacked the blog, and it was forced to close down.
Only if they had read this great article…
Engage your detractors and drive to closure. Two basic tenets held dear to our hearts.
Even Scoble will walk away from the first volley of a potential fight - to think about his response before he blogs it. I’d love to see the ‘ready, fire, aim’ mentality of some practicing bloggers be finessed.
Thanks for spreading the news (and how to handle it), Teresa.
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