Most of you will know the Neverseconds story by now, it’s been top of the global Twitter trends for some time today. A story ostensibly not about brands or about money. But a lesson for brands and for money.
Neverseconds is a blog. Written by a 9 year old girl. She took photographs of her school meals and wrote about them. And what she wrote was largely positive.
Then a newspaper came along, wrote about her, criticised the dinner ladies, seemed to threaten their jobs. And all hell let loose.
The local council stepped in. Via the school, they banned the girl from posting photographs of school meals. So she said Goodbye in classic fashion, with a blog post.
And the twittersphere was aghast. They rallied. Argyll and Bute councillors had their fifteen minutes of fame.
And then the head of the council appeared on radio, undid the ban.
And if I wasn’t writing this now, I could probably follow some of the story on television. It’s already on Wikipedia, as a 21st century example of the Streisand Effect.
To top it all, one of Martha’s reasons for starting the blog was to collect money for charity: collected funds have grown tenfold since the council debacle. So there’s a silver lining or two.
You will see a million critiques of the whole incident, all more learned than mine. So that’s not what this post is about.
All I want to highlight is one aspect: the multichannel nature of the incident.
- Began on a blog.
- Grew via newspapers.
- Went viral on Twitter.
- Hit Wikipedia.
- [Probably] Hit TV and cable. If not now, soon
- Brought to a close (at least for this chapter) on radio.
And I didn’t even mention screens and devices and form factors.
Life happens. Life happens without regard for channels and devices and form factors.
We learn about life in stories. Stories that happen without regard for channels and devices and form factors.
The #neverseconds story should be looked at by all who seek to “control” their customers through “channels”.
Neverseconds. A channel-hopper.
[Martha, hope your life returns to normal soon, and that you continue to enjoy life as a nine-year-old. And please keep with the blog]