17 October 2012 1 Comment

Fire and forget communication: what is wrong with it?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand communication, communication strategy, social MediaToday’s business is about relationship. Unfortunately many have not gotten that. They still engage in fire and forget communication strategy. The old ways of doing stuff no longer holds water. Applying the principle of business/brand as subject and clients as objects will lead nowhere but early death of the brand.

For brand to achieve maximum impact, it must do more than marketing, raise higher standard as well scale up the game into something meaningful.

Beyond hearing from the brand, brand consumers want to engage with the brand on a 24/7 basis. Practising the old order of mass messaging or marketing will do more damage than intended. Communicating and staying in touch will help a brand to gain a top of the mind status. The above explanation will give a clue to the essence of this piece. Fire and forget communication assumes customers must listen why the brand talks. It sees the brand as an authority, a commander who needs to be obeyed by the peasant customers. Fire and forget communication tells the consumers to appreciate the fact that brands are helping them to survive instead of the other way round.

Many brands are cruising in this communication method despite the fact that we operate in the ocean of conversation without knowing. If in doubt, consistently follow some brands for a month today on the social platforms. An attribute of brands in fire and forget communication process is that they tweet, update their contents only when they have something to say. They take customers’ sincere feedback for granted. That is if they ever notice the comments or the direct messages sent to them. They do not take time to acknowledge those who help them push their conversations or those who help promote their causes through word of mouth.

In fact they take for granted such small details of paying attention to those who help them reach the stardom privileges they now enjoy.

 Most fire and forget communication addicts will never analyze the strength of each feedback to ascertain the pains of their customers.  Being objective and not set like a concrete in their mindsets about customers’ feedback is a common trait. Every feedback is considered a ranting of the fools or ‘people’ who will not appreciate the ‘rigour’ they are going through to offer the services they are engaged in.

So when brand shows up only on the social Media platform occasionally to broadcast its new achievement or to announce a recent product development, or when it only answers concerns of the customer when they want to buy its product alone then the brand is not doing anything beyond fire and forget communication. Now what is wrong with that style?

No meaningful relationship can be established: Business is relationship, period! Without a meaningful or strong relationship, the rate of brand success will be diminishing until its elasticity is reached.

It is a clear sign of command and control tactic: While we may not see fire and forget brand communication this way, but the simple truth is that the approach is nothing short of this. Such brand is considered as dictator.

Effective measurement is not guaranteed: part of effective communication process is ability to measure result. Those of who engage in fire and forget communication  do not  benefit from measuring effectiveness of communication process usage if at all they care in the first instance.

One Response to “Fire and forget communication: what is wrong with it?”

  1. Raul Wilde 2 November 2012 at 5:32 pm #

    Sometimes I contemplate if folks truly take time to write something original, or are they only just dishing out words to fill a site. This certainly doesn’t fit that mold. Thank you for taking the time to write with awareness. From Time To Time I look at a page and question whether they even proofread it.Fantastic work with this article.


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