Why not to confuse blog writing with a phone call

In the world of online forums, blogs and social media that I prowl around, it's not uncommon to see spats arise and be played out publicly between individuals (particular between more techie minded users - sorry developers yes that means you).  For a serial spectator like myself, sometimes they can be very funny, sometimes they provide a nice diversion, but more often than not they are a bit sad and embarrassing. Mostly they are insignificant.  

It's certainly not the kind of behaviour you'd expect businesses to get caught up in.

So last week it was interesting to observe two brands I respect succumb to such foolery.  Howies & Finisterre got into their own little online ding-dong, played out on their blogs. (I have to declare being a loyal customer of both, having a bit of a fetish for UK-designed technical clothing).

Finisterre started it, with a blog post moaning about Howies bidding on their name on PPC, seeing themselves as the aggrieved underdog.  'How could they', the blog said (I'm paraphrasing to keep it short), 'target us as a fledgling brand. They should support us little guys rather than try to wipe us out'. Oh, at the same time they point out how Howies has sold out to 'the man', being now owned by corporates.

Howies then responded, publishing their actual PPC stats claiming that bidding on the brand name actually has resulted in hardly any business anyhow, itself an implicit put down, saying they've tried to call Finisterre but that they've been avoiding their calls.   

Both posts were accompanied by the usual range of comments, from the considered and unconsidered, through all flavours of bias.

The rule on this kind of thing: whenever there's a bit of public mud-slinging, neither side comes off particularly well.

Both brands quickly realised this, and did what they should have done in the first place: had a chat on the phone.  They had used their blogs like the worst type of email exchange - getting into a silly little argument that never would have arisen if they'd have spoken. At least they had the sense to end it fast.

Finisterre has stamped 'case closed' on their blog post. Howies has removed it from their blog altogether. This may do a pretty good thing of covering things for the future, though for those couple of days it was very visible to most of their advocates, those who follow their blogs and social media.  It was a bit like overhearing an argument between a couple you are friendly with: you learn things you don't want to about both them and in general you could just do without it.

Both still make very nice clothes though.