Continuing the conversation: Don't try and force social media

Do you know anyone who owns a Chevy Tahoe?

I do, and I know even more people who own its companion vehicle, the Suburban.

It's just an observation -- and perhaps I am off base -- but I'm guessing the typical Tahoe owner is professional, male, probably in his 40s, with a hobby such as fishing or boating.

The next biggest market would be suburban stay-at-home moms who want a big car to haul around kids and groceries.

It's just another guess, but I'm thinking neither group is likely to take the time to "create their own ad" for the Tahoe, part of a General Motors promotion with the television show "Apprentice" where you can cobble together pre-packaged video, text and movie to "produce" a 30-second commercial.

To me, these types of CGM miss the mark. If your target market isn't likely to participate, what's the point? It doesn't matter how many people create an ad if few of them are ever going to own a Tahoe.

It's an example of trying too hard to push word of mouth or engagement.

As Jackie Huba wrote several days ago in her Church of the Customer blog, this is just a contest, pure and simple.

But Pete Blackshaw, who is chief marketing officer for Nielsen BuzzMetrics, says we should encourage these types of programs because they are important for major marketers to get comfortable with the idea of CGM. He calls them "experiments" in mold-breaking.

Perhaps. But why is it that so many web-based promotions, virals, contests, etc., just seem forced and frankly, a little silly?

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