This morning the Today Show's Matt Lauer had an interview with John Grisham. During the interview, Matt asks about the author's Facebook page. Grisham's response showed a total lack of preparation. Here's the transcript:
- Lauer: You have a Facebook page with this book. What have you learned from that?
- Grisham: I didn't know I had one until yesterday. I didn't set the thing up, Ok? I couldn't find it if I had to.
- Lauer: (incredulous) You were set up on a Facebook page by someone else?
- Grisham: My publisher. My publisher did it, oh, a couple of weeks ago. They informed me I had a Facebook page and I wasn't sure what that meant because I don't spend time doing Facebook. So I told my wife and my kids the big news, that I had a Facebook page, and they were non-plussed by it. I've never been there, not seen it, not sure what's on it.
- Lauer: What will you do with it? Will you actively get involved with it or are you just going to let it sit off on the sideline?
- Grisham: I'm sure Doubleday has some plans, I mean they created the thing, alright? They have to take care of it. I have no idea what you do with one. I'm sure it's designed to sell books we hope, you know? but, whatever, I won't look at it.
Watch the clip: http://www.johngrishamonline.com/john-grisham-on-nbcs-today push timeline to 2:54 -- 3:44
Wow. That sucked for Facebook, Doubleday, and Grisham. It's easy to understand how this sort of thing happens, but inexcusable. Doubleday should have briefed Grisham on all sorts of things including his Facebook page and if Grisham was properly briefed, then he is one author who should not do national TV interviews. Ever.
If Doubleday did not brief him properly, then the marketing and pr people screwed up. A printout of the page would have shown him the content they'd posted on his behalf and a simple explanation like, "it's a social media site where your fans on Facebook can talk about your books or anything else they feel like" would have done it. The Wow factor is that in a little over two weeks, more than 25,000 Facebook members joined the group.
It's always fun when people in the business of communications fail to communicate.
Wouldn't it be great if Doubleday could cultivate a supportive relationship with a real fan who would set up and monitor the author's Web page? The fans are easy to find. You know, use Google. They'd lose a little control but they'd gain immeasureable value in authenticity.
The one-minute clip is embarrassing but Grisham doesn't need his Facebook fans to buy his books, right? His Facebook page is a fan club. It's all so peace and love, you would think the 12 people who commented on the Today interview were Doubleday employees.
