Nate Riggs: Social Business Strategies; communication, social web strategies, & passion in Columbus, Ohio.

Most of you know that I use (and support) Hootsuite as a social media management platform.  I mention Hootsuite here all the time and have even written entire posts about the browser-based application.  It’s a tool that just works really well.

Today, I received the system-generated email you see in the screenshot.  When I saw the chance to get certified in how to best fit the application to my client’s needs, it immediately caught my attention.  But when I read  further, I was disappointed to find this little hidden gem of content:

How snarky is that?  I’m only a “Hootsuite Certified Professional” and listed in the directory as long as I’m paying a monthly fee?  Hmmm.  That just doesn’t work for me.

A Power User Scenario

Here’s a scenario Hootsuite might want to consider:

Let’s say a power user signs up for Hootsuite University and gets listed as a Hoosuite Certified Professional.  Over a few months time, they complete all the training they need.  Let’s say that person even becomes the best in the world at implementing Hootsuite across large organizations, complete with case studies to prove their success.  Since they learned what they came to learn, eventually our power user opts out to save the monthly subscription fees.

Per Hootsuite’s customer policy, our power user is now ousted from the Hoosuite Certified Professional Directory, regardless of any real success they’ve achieved.  No money paid, no listing in the directory.  It’s that simple.

Let me ask you this:

• Does this type of marketing make you trust the folks at Hootsuite and their intentions?
• Will this offer generate long-term revenue?
• Is Hootsuite University really about creating better consultants who can help organizations implement the software?
• Does this move fit with the present consumer-driven call for organizational transparency?
• Is the brand perception created by the pay-for-play policies of the Hootsuite Certified Professional database lending credibility to the certification?

Now, let’s consider the Human Business implications of Hootsuite’s customer policy:

Our now opted-out power user is upset – and rightly so.  They likely feel cheated by Hootsuite’s customer policy.  With that in mind, how many more times do you think our power user will recommend Hootuite to their clients?

What’s your take on this this move by Hootsuite?  How would you do things differently?

nateriggs

I advise mid-sized & large organizations on how to adopt and use social media to market through organizational culture and better serve their clients. I'm also a blended family dad who enjoys music, photography and distance racing. When I'm not writing here, you can find me writing over at the Content Marketing Institute. Like what you've read so far? Then why not subscribe HERE?

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