Ellie Seymour reflects on Thresher’s public relations management of the online voucher promotion after the initial media frenzy has died down. The language used in the latest press release shows no understanding of social media in the company at all.
Instead it delivers traditional press agentry waffle – the “outstanding success” meaning that “for our customers… it looks like being a very merry Christmas! For Thresher, we have won many thousands of new customers and, with so many more bottles selling at a positive margin, it is all making for an excellent end of the year for us too.” This statement also clarified the company will not be “entering into any dialogue relating to this topic.” - so no desire to be leaders in social media then.
David Brain has a video interview with Hugh McLeod of Gaping Void fame and Jason Korman of the Stormhoek winery: “two pioneers of conversational marketing” . This further shows Threshers as ignorant of social media.
Whether by chance or design, the Thresher voucher will be cited as an example of the power of social networking. Clearly, any later rhetoric from Threshers in claiming credit can be easily dismissed by the evidence within the social media record itself.