Brand Nudity: I Call Shenanigans on JupiterResearch

I admit that I haven't read the full report (yet), but MediaPost reports that JupiterResearch has concluded that:

Marketers can better reach influential brand advocates through such online tactics as product microsites or product previews rather than through social media like user-generated content or blogs, according to a new JupiterResearch report, "Brand Advocates: Creating Rewarding Relationships."

The rationale? This:

Although nearly one-quarter of online adults are considered influential brand advocates, according to Jupiter, they actually spend more time online researching and purchasing than spreading the word. Indeed, Jupiter said, more than two-thirds of brand advocates research and purchase products online, compared to slightly over half of all online users.

And here's the kicker:

"Although a high level of online activity may suggest the influential brand advocates would respond to social marketing tactics, they are actually more traditional in their manner of research," explained Emily Riley, a JupiterResearch analyst. "This group is more likely to read a blog for information rather than create their own; advocacy toward a product or service is most likely to be generated by word-of-mouth."

What's the problem with all this? This report addresses advertising on social networks. Banners. "Featured profiles". Maybe if some brands would step up and do this right — use a social network for what it really is…a community — we'd start reading success stories about brands that brought their consumers closer, and wait for it…actually listened to them.

Agencies are certainly to blame for not taking this seemingly obvious route to connecting with the consumer transparently. Brands are to blame for not stepping up. And unless the full report states otherwise, Jupiter just threw a scare at both.

But in my opinion, the biggest ones to blame are the social networks themselves. Why is there not a canned CRM solution for brands? What are they waiting for?

My challenge to any "lifestyle" brands out there…

Give us a shot at building your brand's presence on a major social network like MySpace or Facebook. Let us make your brand (and its personality) completely transparent, manage the community, help you listen — and act. I guarantee that people will be actively speaking and listening with you as long as you're willing to communicate with them and exhibit some "Brand Nudity". Your consumers will appreciate it.

I also guarantee that together we'll prove Jupiter wrong.

Any takers?