In Defense of the Unpopular Opinion

The so-called “Balloon Boy” non-story has now been deflated so thoroughly that a steamroller couldn’t flatten it further if you tried. Yet since the public still seems fascinated, the networks continue to cover it, because where there are eyeballs, there are ratings.

The latest wrinkle comes from one of the supporting cast members, Larimer County Sheriff Jim Alderdan. CBS News, rather than living up to the second half of its name, has discovered that the Sheriff apparently has a blog. On the surface, this seems like a rather uninteresting side plot to this ongoing non-saga, but as CBS points out, the Sheriff blogs about controversial topics, including gay marriage, gun control, and the separation of church and state, and isn’t shy about his opinions.

By all accounts, Sheriff Alderdan is a popular, well-respected law official in a very conservative district who does his job and does it well. It is questionable that the sheriff uses what appears to be a domain that seems to be paid for by the sheriff’s office to host his opinions, but the talk on Twitter and the blogosphere really hasn’t focused on that point. Instead, there has been much discussion, both pro and con, of his writing itself.

At this point, I think it makes sense for me to point out that I don’t particularly agree with the sheriff, coming from a POV that is more Bill Maher than Bill Safire. And while I don’t think it’s right for him to be using a publicly-funded medium to espouse his views, that’s an opinion not based on politics, but on the idea that the job of sheriff shouldn’t be used as a bully pulpit, regardless of beliefs.

But much like little Falcon himself, these are all non-stories getting away from the heart of the issue. There is a growing movement across the board for people bite their tongues in the social space, whether on blogs, forums, Facebook or Twitter. Hardly a week goes by when a request doesn’t come across HARO of a journalist looking for stories of people fired for expressing an opinion on a social media site.

This is where the lines are getting fuzzy. Plenty of people have done plenty of stupid things on social media, and rightly gotten fired for it. But there’s a difference between calling your boss a jerk, and calling out your personal opposition to gay marriage.

As more people use the social web, users also become more adept finding out what others are saying in their off-hours. And unfortunately, it’s inevitable that we’ll soon be hearing stories of people losing their jobs simply because they’ve expressed opinions unpopular with the powers-that-be.

A social web ruled by fear of expressing oneself isn’t one that’s social. Instead, it becomes simply a broadcast medium for major blogs on one side of an issue or another, or worse yet, a place divided by artificial color lines like “red” and “blue,” where two sides can’t discuss things together, move forward, and possibly change minds.

One could argue that the social web–and the real world at large–hasn’t been one of much civility of late, and that argument would probably be right. But the flip side of the end of anonymity online is that users may find a stronger impetus to learn that level of civility that seems to have disappeared in the last few years. After all, it’s one thing to express an unpopular opinion–it’s another to express it like a jerk.

Sheriff Alderdan may be strong in his opinions, but he hasn’t really crossed the line into jerk-dom. And as long as he doesn’t, then it’s imperative that we all protect his right to say it, even if we don’t agree it. Without that, the social web is just as hostile as anywhere in the real world.

Honda’s Accord launch takes an unexpected detour

Honda, like most companies, is still learning the social media game. Though easily one of the most active and successful automotive companies on Twitter through their @alicia_at_honda profile, they’ve just missed the mark with the launch of the new Accord Crosstour.

The Crosstour’s launch was supposed to happen through a Facebook fan site, where the first two press images of the vehicle would be shown to the general public, rather than relying on the traditional dissemination of such information through blogs and traditional media.  The Facebook page targeted current Honda owners and Honda enthusiasts–in other words, the brand’s biggest fans. What could possibly go wrong?

When the final product was shown, instead of reacting positively, the company, in the words of Detroit Free Press reporter Justin Hyde, ended up drinking some “Haterade.”

So What Did Honda Do Wrong?

Speculation originally was that Honda was going to bring an Outback-style version of the European Accord wagon to the US market, with all-wheel drive (AWD) and a jacked-up stance similar to the popular Subaru.  This brought positive reaction on the blogs and forums that cover the segment.  But when photos of near-production mules showed up, the reaction turned decidedly negative on sites like Autoblog and The Car Lounge.  If Honda had kept up with the talk beforehand, it would have been aware that the launch of the Crosstour had the potential for a negative reaction on the social web.

So Now What?

It’s clear that Honda is not where they want to be with the launch activities for the Crosstour on the social web.  So how can this situation be fixed?

1) Move the needle now: Honda’s PR people are currently attempting to argue on the Facebook fan page that the car looks better in real life than photos let on.  While this is most certainly the case, it’s an impossible argument to win without any actual evidence to the contrary. Worse, the actual attempt at argument without evidence only goes to further hurt Honda’s cause, and is becoming damaging to the brand as a whole.  Some attractive on-the-road shots of the vehicle emphasizing its versatility and utility would go a long way to sweetening that Haterade into something more palatable.  Honda probably already has those shots ready, so there’s no reason not to release at least of a few those now rather than waiting until the press embargo on the launch is lifted.

2) Listen, learn, react: Honda still has some time before the vehicle’s launch to make changes.  Is there anything that can be easily improved in terms of styling, such as changes to the front and rear bumper skins?  General Motors, Ford and Hyundai have all made positive impressions in the last few years by listening and immediately reacting to consumer feedback; there’s nothing stopping Honda couldn’t do the same.

Additionally, many people on the Facebook page are asking specifically for a product that already exists–the Accord Tourer from Europe.  Considering Honda already sells the sedan version of that vehicle as the upmarket Acura TSX, perhaps it’s time Honda responds to consumer’s demands by (to paraphrase another automaker’s tagline), “giving the people what they want.” Is there any reason Honda wouldn’t be able to successfully sell the Accord Tourer as a TSX wagon while still also selling the new Accord Crossover?  Probably not, but if there is, this is the time to explain the reasoning.

3) Plan for the next time: Rather than trying to manage public opinion after the product has been launched, why not crowd-source beforehand?  Honda could use Facebook as a way to gauge reaction to near-production concepts, and set up a private network for key consumers and influencers to give feedback ahead of a product’s launch.  Hyundai is currently using the same idea to fine-tune its forthcoming product; there’s no reason Honda–or any manufacturer in any consumer segment–couldn’t do the same.

Ultimately, the Accord Crosstour itself will probably meet Honda’s sales expectations, and will find success in the market.  But if Honda wants better chances to that success from the moment the first crossovers hit dealers’ lots, it would be wise to take steps now to improve those odds, rather than simply being on the defensive.