Rethinking Brands in Public

@Tim | Social

One of today’s visionary minds, Seth Godin, creator of Squidoo, a publishing platform and community that makes it easy for you to create “lenses” online (lenses are pages, kind of like flyers or signposts or overview articles, that gather everything you know about your topic of interest–and snap it all into focus).

Last week, Seth and his team launched Brands in Public.  Their objective at first glance was to consolidate what is being said about your brand online into one place, and then allow you to highlight the good and respond to the bad.  In true fashion, Seth officially launched the service on his Blog, however, much to his dismay it created an instant backlash.   The criticism came due to Godins decision to setup 200 of these lenses without the consent of the companies involved.  These companies then found out they would be locked out of the lenses until they decided to sign up and pay the $400 a month for the service.

Ironically, Seth discovered the power of networking whiplash after a deluge of negative feedback.  Just several days after the launch, Godin took the criticism into consideration and made the service opt-in rather than opt-out.