The Ethical Optimist

Needless to say, PR professionals do everything they can to make members of the public like, admire and develop loyalty to their clients’ products and services. That’s why we seek publicity and other forms of attention for them.

But while I can see the similarities, I never thought to apply the term “fan” to someone who buys a product or service. Sure, I can see it in an informal sense: “I’m a big fan of chocolate!” But do you seriously think of yourself as a “fan” of, say, a housing development? Or a bank? I’m sure that teller is very good at what she does, but I don’t need her autograph.

So I wonder if some PR and marketing types have missed the mark a bit with the way they’re using social media. I get requests all the time to become a “fan” of anything from a service business to “Farmville.” (And if you don’t know what that is, say thanks and enjoy your day.)

Maybe this has something to do with my not really being the fan type. As a native New Yorker, I was raised to say I was a fan of the Yankees, the Knicks and the Rangers. But I probably couldn’t even name (aside from Derek Jeter) a single player on any of those teams.

When people ask me who my favorite musical artist is, I can’t answer them either.  I tend to like an eclectic mix of music.  While I’m a fan of many different artists, I don’t have any particular artist’s tee-shirt.

So, I suppose I’m just not the fan type.

That’s why, if you send me an invitation to become a “fan” of something on Facebook, I’m probably going to delete it. Don’t let this get you down, but while I’m sure what you’re offering is superb, I don’t give out my fandom to everyone and anyone.

The same goes for these e-forms some people ask me to fill out. The teddy bear, flowers, hearts and whatever else you’re offering as my reward aren’t worth the trouble. And the new trees you planted in Farmville? The capo you gunned down in Mafia Wars? Gotta tell you . . . I don’t care.

The social networking aspect of Facebook is great, and perhaps something so popular is destined to be overrun by commercial appeals. But there must be a way to use social networking as a promotional tool that’s more attuned to the way people really think and act.

And I don’t think asking people to become a “fan” of a bar of soap is quite it. Keep trying.