What Do They Want From You?

Recently a friend said they could tell that the parent company had finally started to cool on social media. The impression was that they had begun to realize the effort and time-in-motion might not have been worth it. When Campbell Brown told publishers in Australia that Mark Zuckerberg didn’t care about their traffic, that should have been a good signal too.

This is a good read with an important lesson. The short version is that when Facebook went down people went looking for news on their own. The two lessons: make is easy for them, and, they had better find something worthwhile when they get there.

Years ago a consultant asked, “What do they want from you?” We gave big important answers: accuracy, credibility, yadda, yadda, yadda. The answer was, “They want you to protect them.” Wow. Think about that…..every day. Expand the definition beyond severe weather and you get, “They want you to look out for them.” That plays on all days. “How does it feel outside.” “What happens over the next couple of hours.” “Help me grease the skids and get through my day.” And don’t waste my time with bad looking current temperature maps not designed for the phone and automated notifications that the sun has set.

We have something that no other weather provider has (with the exception of the National Weather Service). Local boots on the ground that can take care of them, but we’re not providing the user experience that makes them choose us first. I guess that is okay. Maybe Facebook will go down for 45 minutes again sometime next year.


About Kevin Selle

Chief Meteorologist, KFDX-TV. Co-host, WeatherBrains.
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