My friend John Beal alerts me to this post over on Jeff Jarvis’ BuzzMachine that points up some of the aburdity of the social networking craze. But Jarvis is making a bigger point here: that the clickthrough is dead.

That may be, and Jeff’s post is worth reading and thinking about. I can’t get past the fact that the Pepperidge Farm site is absurd. Look at the heavy focus on “Connections.” What does the brand stand for, cookies? Relationships? Should I be looking for advice on how to live my best life in PF magazine, next to Oprah’s O on the newsstand?

It’s a site that’s all about the company and how the company wants to be perceived by its customers. It’s not a site that takes the way customers perceive the company and builds on that perception. Hasn’t anyone at Pepperidge Farm seen what Dove is doing online?

Unless, of course, I have it all wrong, and millions of women are woofing down double chocolate Milanos as a way of getting closer to their girlfriends. In comfort food there is friendship.

By the way, as much as “Connections” is emphasized on the site, there’s no mention of it at all when one signs up for the email list: “Now that you’re registered, you won’t miss out on any of the wonderful things going on at Pepperidge Farm! You will receive Email updates on new product news, special offers, great promotions and more. Thanks again, and enjoy!” What, no relationship news?

Oh, and if that site cost $2-$3 million, as reported, then I’m swimming with the wrong kind of fish. Then again, I guess it’s like the old line: “How do you sleep at night?” Answer: “On a big pile of money.”

Takeaway for marketers: Listen to your customers. Give them what they want. And if you still like the Pepperidge Farm site, give me a call: I’ll make one happen for you for just $1.5 million.

This entry was posted on Wednesday, November 28th, 2007 at 6:00 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways, Social Media.