Bridging Two Worlds

A conversation about online media and what it means to your organization

Posts Tagged ‘Common Knowledge’

You Don’t Know Chuck

Posted by B2W on May 13, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Common Knowledge is an excellent resource for not-for-profits (and organizations) that wants to leverage the Internet and create conversations with stakeholders.  While it does focus on not-for-profits, it has solid business applications for online tools and the site is worth a browse.

There is a very interesting blog post by Joel Bush on the site entitled “You Don’t Know Chuck,” which focuses on the actions of fans that want so stop NBC from cancelling the show Chuck. It seems the fans are focusing on the show’s sponsor Subway and buying up six-inch turkey and meatball subs by the thousands. (I don’t watch the show, so am not sure of the relevance of this.)

However great this show of support is, it isn’t translating to an audience for the show. This is somewhat reminiscient of the approach fans of the CBS show Jericho took when that show was cancelled – they sent over 40,000 lbs of nuts to the network because they were “nuts” for the show. CBS did listen to the fans and kept the show on, but the audience didn’t grow.  So, it ended up being cancelled.

The Common Knowledge blog lists some key points/lessons to learn from these events that are very important. One of the most interesting, I think, is that your most vocal online supporters may not be representative of your stakeholder base. The online community is very important, but we are still in a stage where many people are just getting used to the online world and to having a voice. They might be reading, but not yet participating.  Understanding how to build your relationship with your community is challenging and it needs to be approached strategically. Understanding where your stakeholders are online and how vocal or participatory they are is key.

On another note, given the passion of these fans—and their focus on Subway—I wonder if there isn’t something that Subway could do to further connect with this passionate community if the show does get cancelled. Webisodes perhaps? Maybe an online/in-person event sponsored by Subway that provides fans with the chance to interact with cast and crew? There is some opportunity here for Subway. It will be interesting to see what they do with it.

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