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That mall has definitely sent the message "we want your money, but not your presence" to all the teens in your area. I'm sure that's not what the mall management had in mind. There are significant added expenses when you bring a lot of teens into a mall setting. If they're not willing or able to meet those expenses, the paying adult shoppers get outnumbered by teens just hanging out and having fun. That's not good for business either.
But what if instead of trying to eliminate "the problem" they had recruited a teen advisory board and showed these kids that they cared about their wants and needs ... if they had encouraged involvement instead of spurned it and maybe event taught them a little something in the process? In return, the mall learns more about what teens want (market research), generates good will in the community, improves life for the young people in their community, and generates sales now and in the future. Wouldn't that be a story worth sharing with friends?
Why must every social networking application be gamed? Do we really need more SPAM? This is wrong on so many levels.
Very true. Unfortunately the most common strategic error for a new or nearly new business is the lack of a plan.
Kimberly - thanks for submitting my article!
To everyone who has commented here, thank you! We all view blogging from a different angle, but what most of us seem to agree on is that there's more to it than just drawing traffic to your site. We find it enjoyable, a learning experience, an opportunity to express ourselves, and a way to connect with others.
Excellent, actionable information! I've downloaded the PDF and printed it out for reference.
Interesting! In an email to a marketing buddy recently, I suggested creating a fictional profile to get inside the head of our target market. This post makes a great argument for doing just that.
I'm going to have to buy the book!
I'm encouraged by how much is being written about regarding StumbleUpon recently. If they take notice and make the needed changes, everyone will benefit. If not, I agree with onreact, those that care about contributing in a positive environment will leave. Those that thrive on negativity will then have SU all to themselves.
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Story: Social Responsibility and the Small Business