P&G catches the social networking bug

Social networking, in all its different guises, is where brochureware Web site were a decade ago. It’s a ‘must have’ that no self respecting CEO could be without. So it is that Procter & Gamble has decided to get itself involved with all of this Web 2.0 stuff.

An excellent article in Technology Review explains that P&G hopes to gain insight into consumer habits and interests from online forums for women to tell their stories and learn from each other about issues such as breast cancer and careers and for people who want to share their entertainment views.

"This is not about selling products. It's about better understanding of consumers and learning about their needs and habits. The more we learn about these consumers, the more it will allow us to create better products for their needs.”

It would take a cynic not to congratulate P&G for adopting this ‘listening’ attitude. People's Choice and Capessa are not bad web sites. There are only a zillion lookalikes, but P&G has deep enough pockets to shout about them and attract an audience.

Right at the end of the article comes the statement that shows that P&G, for all of its marketing reputation, has still a lot to learn.

The two sites both target 18- to 49-year-olds.

Surely P&G must understand that the subjects covered by these sites will engage a much older audience? Clearly not. Dick Stroud