Respect the Message Board

Every band, TV show, disease and industry has a message board.  Most likely there is a message board about message boards.  They are typically basic in design, but are a key component to driving buzz about a brand and communicating to the masses.  That’s because they rely on the power of word of mouth and message board readers essentially follow the rule that people are inherently good (whether or not this is actually true).  Most people assume that when tigerpeanut809 responds to Cowbell1999 about a product she believes to be the best or worst for his concern she has tried it and really believes in what she is writing.  We all know consumers are more likely to respond positively to a word of mouth recommendation than an ad; and if your client really is top notch, message boards are a great place to generate buzz. However, as a PR practitioner there are few things to be aware of:

• Be ethical – don’t post on message boards posing as Joe Shmoe from Kentucky.  You’ll get caught by the board moderators and have your name and your client’s name smeared.  Not all press is good press.
• It’s not free advertising– be honest and know that message boards are not the place to pitch or advertise a product.  It’s a place to be open and honest about why a product or brand is amazing written by someone who has first hand experience with it.
• Use it your advantage– consumers are smart and many early adopters pop up on message boards.  Use them to see which trends are emerging and what people are talking about.
• You can’t hide – remember that the entire world can see what you post and any posting can be traced back to you and your clients.  Be responsible and represent yourself in the best light possible.
• Handle the criticism – there is bound to be someone who will write a negative post and you can only hope that these are few and far between.  Be prepared to do damage control.  Take advantage of negative hits by offering counsel to your clients based on consumer feedback.  They’ll appreciate your grassroots research.

 Links:

Board Tracker– http://boardtracker.com

Board Reader – http://boardreader.com