Product somehow succeeds without social media bullshit
A PACKET of four-inch roofing nails is mysteriously selling to the public without having a Facebook page.
The galvanised steel nails, available from hardware stores nationwide, have no online brand presence, no Twitter and no website with Flash games for the kids.
Builder Tom Logan said: “I needed nails for a garage we were working on, so naturally I checked out the Likes and Shares on my news feed.
“When that didn’t work I went to trending hashtags, and when that failed I just went to the shop blind, wondering if there were Vines I’d missed.
“Amazingly they were just there on a shelf, in a strange, alien pack that didn’t have a quirky story about the founders’ passion for nails.
“They seem to work. But I don’t feel engaged with their consumer narrative.”
Social media consultant Carolyn Ryan said: “Because it hasn’t made a genuine connection with the public, the product has no audience loyalty.
“Its customers will drift away and use something more popular, like Oreos or Monster Energy drinks, to fasten down their roofing felt instead.”