Most companies understand that they need a social media presence, but many are flying by the seat of their pants instead of crafting a social media plan that aligns closely with business goals.
These are the kind of positive, genuine user reviews that could really turn things around for BlackBerry -- oh, wait
BBM for Android started off with a bang in Google Play, drawing more than 10 million downloads since its release three days ago, according to BlackBerry.
The messenging app also is a big hit with Google Play reviewers, countless numbers of whom have gushily thanked the "blackberry team" because they, the reviewers, were "waiting this app."
"Waiting this app," indeed. Among other things, that missing "for" in review after identical review tipped off tech author Matt Baxter-Reynolds, who on Wednesday blew the lid off the story on his Twitter feed with this message:
"Looks like Blackberry have been paying people for fake reviews of their app on the Android Play Store. Embarrassing."
The "review" that kept appearing over and over, word for word, in Google Play read: "Thank you so much blackberry team. I was waiting this app. Its really great user friendly and smooth."
It gets worse. Blogger Terence Eden did some digital gumshoeing and found a smoking gun in the form of a review from an especially sloppy reviewer named Ruhel Ahmed:
"Dear Mr Ahmed, Please post the following comment on the new BlackBerry Messenger Android APP. 'Thank you so much blackberry team. I was waiting this app. Its really great user friendly and smooth.' BB Team."
The Verge reports that BlackBerry denies any knowledge of the apparent astroturfing of Google Play.
I scrolled through more than a dozen pages of reviews on Google Play Thursday afternoon and it appears the astroturfing program has ended.
Fake reviews hardly are new to the Internet -- fake anything, for that matter -- so this isn't exactly a major scandal. But given BlackBerry's relentless downward spiral since the BYOD revolution began several years ago, this kind of thing adds insult (and a bit of mockery) to BlackBerry's injury.
But let me just say, BlackBerry, it could have been much worse. Imagine if this comment from a 5-star review had been plastered all over Google Play:
BlackBerry: Bringing you back to 2008. Just what the mobile users of 2013 really want to hear.
Customers have taken control of the buying process, and gone are the days of the carefully crafted marketing message. That means you have to deliver relevant, quality content in the proper context of the customer's situation and device they are using -- and that's a huge challenge for most companies.
Four months after Quip launched on iOS, the company delivers on its promise of an Android app for its eponymous word processor. Today's release comes on the heels of a major update to its Web and iOS apps that finally lets you import Microsoft Word files, a feature the Android version lacks for now. Still, with these two updates, Quip edges closer to its ideal of being a collaborative cross-platform word processor.