Firefox Marketing Project, Week 2

Thursday July 15th, 2004

Blake Ross writes: "Many thanks to everyone who participated in our first marketing project. As I write this, 1369 people have given Firefox a 96% approval rating, and 1220 people have rated it straight fives across the board. Firefox is now on the most popular list, above other heavyweights like MSN Messenger, AIM, and Winamp. This was an amazing launch to our 'ten weeks, ten ideas, ten million downloads' community marketing campaign.

"For our second initiative, we're stepping it up a bit and asking you to help us manage the enormous volume of press coverage that our products enjoy daily. We're seeking to mobilize a team of determined individuals that can manage itself in identifying three types of press coverage — factually inaccurate stories, stories that don't mention Firefox or Thunderbird but should, and stories that are factually correct and balanced — and respond to them accordingly. A new mailing list will be used to coordinate daily activity; the team will be determined, focused, easily mobilized and not prone to the sort of long and aimless discussions that plague other lists. The Foundation's in-house press relations team will continue to handle the 'tier 1', most prominent stories, but for everything else we need your help. More information about the initiative and how you can help is available at my blog."

#30 Re: Re: Race to Construct. Not War to Demolite.

by raiph

Saturday July 17th, 2004 11:04 AM

You are replying to this message

The mere fact that you periodically say such things is helpful.

(Though I note that you didn't say you condemn it.)

On the one hand, you are, imo, right to to resist getting into unnecessary complications in general, and laying down ethical guidelines in particular. Leave that to individual fans and evolution.

But on the other, you have to consider what happens if you don't at least periodically explicitly state your own ethical limits, especially in the context of people getting involved with a particular activity. Consider the Bush administration and "interrogation techniques". Bush is saying that there's no way the administration would endorse torture. But they did create a consciously unqualified "whatever it takes" environment, and that (I believe) contributed to people's behavior. Asa just said "whatever it takes to get the word out". I know where he's coming from, and support use of strong language to wake people up. But, if you don't lob in the occasional personal "whoa", things can so much more easily get out of hand.

I think you ought to leave it to fans' individual ethics, but give them some occasional leadership hints. Ones that go a bit further than "there's no way we would endorse torture" stated after the event.