Last February, I sent kudos to Canpages (a Canadian independent directory company) for using their company blog to increase brand awareness and online street cred for the Canpages.ca web site. When you’re competing against Yellow Pages Group (full disclosure: I used to work at YPG), you need every weapon in your arsenal. Their best success (in terms of virality) had been this blog post about “Weird Canadian Restaurants” and I thought that was a very clever way of using a merchant listing database. Using that model, I can think of hundreds of interesting blog posts to write to promote the Canpages brand.
So, it’s with curiosity I went back to the blog today to see what they had cooked up in the last couple of months. As soon as I hit the first page of the blog, my mouth dropped open… The latest blog post’s title is… Celebrity Limo Crotch Shot Analysis. Other than the post being tagged with “Canadian Limousines”, how is this related to small merchants, to Canpages or to the directory business? I officially call link bait on that last post. It’s very disappointing as I don’t think it’s a good long term use of social media. Guys, you can do better than that.