It seems that Scotts Miracle-Gro has finally made the foray into the social community. They’ve begun popping up on Facebook and just recently entered the Twitter-sphere using the Miracle-Gro brand name. Which makes you wonder, is Scotts really looking for friends?
Curiosity got the better of me as to who would follow a company that most organic gardeners would rather fell than follow. Surely it was just backyard gardeners, those who thought compost came in a can and fertilisers were always chemical compounds. Instead the list of who’s who includes;
- Eric Rochow
- Joe Lamp’l – from Joe Gardener®
- and even Marie Iannotti [link since removed] – from About Gardening
Their Facebook profile doesn’t seem to offer that many key names – unless you’re including Scott’s employees, of course.
So, the question is what are they doing here? And what are they hoping to achieve?
Well, their strategy seems simple enough at present. They Retweet other bloggers good Tweets, offer some helpful links and appear to be palling up with some key Twits. But this all seems like it’s going to end in tears, from a cynical viewpoint that is.
How does Following them in a social capacity affect these companies? Basically, it gives them ‘street cred’. If Joe, or Marie or even Eric are showing their support then newbie gardeners are more likely to get on board and be influenced by their communication messages.
It works the same as getting Tiger Woods to show off your golf clubs. He may never use them, not even on a Putt-Putt course, but if he’s been seen with them then fellow golfers are going to think more highly of your product.
If the goal is to help newbie gardeners think more organically than reaching for a powder or chemical solution, then why are these guys helping their social credibility. What’s next? Are we all going to follow @Monsanto as well?