Our guest joining myself and Jennifer Zingsheim on the Roundtable this week is Melanie Notkin. Melanie is the president and founder of SavvyAuntie, the first community for aunties of all types and anyone who just likes kids. We spend a few minutes discussing her efforts with this venture, which is a true labor love for Melanie, as well as a couple of other interesting topic from the lands of communications and social media.
SavvyAuntie – We kick off the program with an interview with Melanie about her company, SavvyAuntie. The site is an all-purpose resource for anyone who loves kids, but particularly for professional women with no kids of their own (PANKS – Professional Aunt, no kids), but nieces and nephews. Generally, resources for people wanting to find gifts or deal with family issues relating to children have only parenting websites or publications to turn to, but what about those of us who aren’t parents? We also cover Melanie’s terrific social media marketing efforts, making SavvyAuntie a truly word of mouth success story.
Flogging and Transparency – Jen recently noticed a post on the One Good Reason blog regarding Social Media Camp in New York. At the conference, a young woman admitted to being employed by a company that asked her to create several “personas” online and use them to be a brand advocate. We discuss the ethics and implications of this, with Melanie and I both noting that as social media pros we’ve received similar requests (and always turn them down).
“Rouge Brand Advocates” – What do you do when your brand is endorsed by someone whose endorsement you might not usually seek? The Olive Garden has gotten a bit of attention lately for receiving the enthusiastic public endorsement of a Playboy model and Hugh Hefner girlfriend Kendra Wilkinson. We discuss the implications of celebrities advocating for a brand without provocation, and how it can end up potentially backfiring if that celeb gets mired in a scandal the next day. Check out this Wall Street Journal piece on other situations where a brand gets some unwanted attention (think OJ and the white Ford Bronco).