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01 Jan Social media is all about transparency, openness, conversations, etc. Right? A marketer in the social media space (community manager, pr person, etc) wants to develop relationships and listen the customers. But if the marketer is representing, for instance, a lingerie company, but is a guy, how would we expect that guy to gain the trust and develop conversations with women about lingerie fit, style, sexiness, etc? I bring this up because I had a market researcher speak in class of a community forum designed for women who were beta testing a new minivan. The community manager was actually a business school intern (a guy) posing as a woman and mother, in order to guide the conversations and extract necessary market information. What's your take on this. How do we apply social media ideals in a real life marketing infrastructure?
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February 29th As a lifelong researcher (and actually a man's man who *specializes* in men stuff) I can say that there have been hundreds of times I have had to have "delicate" conversations (focus groups, IDI's) with women on subjects such as health care, obstetrics and gynecology, birth control, condom usage, etc. The key? Stating right off the bat that I am "chromosomatically challenged" and need their help developing an understanding of the marketing issues on that subject. Sometimes, it really is not very hard to pretend I am completely ignorant on a particular subject, and the women are more than willing to help me develop insight and understanding as to why they think or believe or behave as they do. Developing trust happens fairly easily, once the women understand I'm there to understand *NOT* to judge.
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