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Springer Forum Marketing- The Shock Value That Attracts Eyeballs

Scottie says:
So Mike, I've been watching with interest as a few forums out there perfect their "Springer Forum Marketing" strategy. In order to attract attention, fresh content and big names, they attack known industry leaders in an attempt to get them to come post to defend themselves. It's brilliant, really!

Mike says:
Look, my love of inventing new terms at the drop of a hat is well documented, but I think Springer Forum Marketing is actually a keeper. The shocking seedy underbelly is a marketing tool too juicy to not have a name!

And it just works so well. By abusing people until they feel compelled to respond and get the fists flying (as well as the odd "wardrobe malfunction"), the more people want to go and have a look.

Also, because reputation is like PageRank; the bigger the name that comments, the more reputation is passed on, the bigger the name you "call out", the better the credibility hit. BINGO, instant credibility!

Scottie says:
Not only that, but the attacking forum gets fresh content and a LOT of new eyeballs that don't normally view, because who can resist watching a train wreck? I think "calling people out" has become almost an art form.

Mike says:
Hehe. It is like a schoolyard, isn't it? Calling people out is just so... childish!

That said, controversy has always been the number one marketing tool for forums. Virtually every spike in members and eyeballs is derived from a controversial thread. Ever since the "Florida" update, and the Traffic Power stuff, craziness is what the people want.

Scottie says:
Oh, I think it goes back further than that... I remember tons of threads where attacks were made that brought out all sorts of industry spokespeople who weren't members of a forum yet, but felt they needed to set the record straight.

The appeal of these threads, IMO, is in the drama of it all. SEO forums aren't as such a learning resource for regulars as they are a community hangout. Answering "Where did my site go?" questions all day is fine, but it doesn't get the community involved. The high drama threads get people posting, either for or against.


Mike says:
I think a few have simply taken that to its logical conclusion, to "Springer
Forum Marketing", and just go all out with car crash threads that go all out and WAAAAAAY over the top. Big, 20 page monsters, full of all the hyperbole and ridiculous claims Springer and his guests are famous for.

I think more than a few shrewd SEO marketers understand this and push the barrier.

Scottie says:
It's like they say in advertising, any attention is good attention. If you can't be good, be shocking.

Mike says:
And a lot of forums certainly aren't good...

Scottie says:
...so they are only left with being shocking I guess!

I do think, like the boy who cried wolf, that it goes too far. There's only so many times we can read the same complaints from the same people and then they cease to have any shock value.

Mike says:
I agree. I think more than a few boys have cried wolf a few too many times. Personally, I have just stopped listening.

Scottie says:
Well, there's no doubt in my mind that some of these threads need the bouncers to drag the participants off stage, kicking, screaming, threatening and spitting...

Mike says:
Yeh, I can just hear the crowd now, chanting Springer style as the fists fly... Should I volunteer?

Scottie says:
Why not? I can hear them now: MICHAEL, MICHAEL, MICHAEL

Mike says:
Do I have to shave my head like Steve...

Scottie says:
Mike, whatever gets you through the night...

The other trend I've noticed is when a person in one forum "answers" a post from another forum in an attempt to drag the discussion onto their home turf.

Mike says:
Yeh, what is with that? That smacks to me of a bully taunting you, and then you go over to sort him out, and all his buddies jump on you. That, IMHO, is the highest class of coward.

I have more respect for those that leave their comfort zone and go comment on the actual thread that is causing them concern. Course, that can really backfire, and I have myself had my backside burnt jumping in.

So what do you think we can do about it??

Scottie says:
Well, I don't think we can personally do anything about the general
concept, but I think the only thing to do when being threatened or "called out" is to ignore the taunts and to resist the urge to comment on a thread that's been hijacked from another forum.

Without an answer to the posturing and yelling, only the regular members see the thread. It doesn't get picked up and reported through all the industry channels if it's just whining and complaints. Who wants to read that?

It's when it turns into a fight that everyone gets out the popcorn and joins the audience. And that benefits the attacking forum in so many ways.. they get rewarded for being nasty with more content, more links, more thread views, and often more members.

Controversy has it's place and I love a good debate as well as the next forum-dweller, but there's no need to name-call and make personal attacks. I think the threads where people totally misrepresent other professionals in the industry are better off left to run their course... posting in reply to them simply fuels the fire.

You CAN have debate and drama without being ugly and personal about it!

Mike says:
Amen to that! So, lets make a pact, you and me, to avoid the train wreck, Springer threads, no matter how entertaining they may be.