In a world where brands no longer control their own story, asingle unhappy customer can create a restorm that galvanizesconsumers into an army of complaints. This kind of negativeengagement is a new thing for marketers, a kind of mass mediaturned upside down.But there’s power in passion, and passion doesn’t have to bea positive thing. There’s the phenomenon of consumers who aremad as hell and willing to blog about it. There are lessons in thosestories too.
Jeff Jarvis is a journalist who’s found that he is no longer able touse his former power as a columnist for
magazine to getCEOs to return phone calls. But way back in 2005, in the dayswhen the Web was still emerging as a consumer power platform,Jarvis was sold what he describes as a lemon computer fromDell. What Jarvis knew was that you could put any corporate nameinto Google and add the word
and you’d quickly get a listingof all the complaints or issues that faced a brand or corporation.So Jarvis penned a blog post titled “Dell lies. Dell sucks.” Seriousstuff. The result should be required reading for any brand mar-keter trying to understand the power of the aggregated and curatedconsumer.Here’s Jarvis’s post in its entirety.
June 21, 2005Dell lies. Dell sucksI just got a new Dell laptop and paid a fortune for the four-year, in-home service.