Ben & Jerry’s: Amazing at Ice Cream, Bad at Social Media
August 15, 2008 by Colleen Coplick
Filed under Social Media
I was reading Social Media Today, and Jennifer A. Jones posted about the new Ben & Jerry’s “community” site. She wasn’t very impressed about it, and frankly, neither am I.
The site, called Support Whirled Peace, is intended to support both a new flavour and Peace Day on September 21st, which is an annual event marked by the member states of the United Nations as an official day of “global ceasefire and non-violence.”
Jennifer’s post made me want to take a look at the site, and like her, I’m just not impressed. It’s cool looking, but it’s essentially just a glorified billboard. People post messages about their own brand of peace, but beyond that – there’s no interaction. There’s no…. social, in this social network site.
With all of the environmental causes that Ben & Jerry support, there’s a ton of things that they could be doing from a social media perspective. Not only that but the brand fans are so insanely loyal, they’re probably clamouring to participate, but they have to be given something to participate in.
(image source: screenshot by me)
Interesting perspective. I had not seen this until now, but you are right. You can’t call it social if it’s not interactive. Perhaps they are using buzz words that they know will attract attention.
Ben and Jerry’s does indeed do a ton or worthwhile projects, but they just don’t capitalize on them. By reaching out into the community I think their reputation and their efforts would garner more attention and perhaps even more support.
Their loss, but hopefully the can turn this approach around.
Hey Colleen,
Thanks for the shout out! Glad to see I wasn’t the only one underwhelmed by this effort. :-)
Jennifer A. Jones
http://www.speakmediablog.com