Note to social media managers: If you see a big chunk of your user base getting really really excited about something you’re not going to deliver, you should reach out and tell them that it ain’t gonna happen. And you should do it as soon as you possibly can or else the anticipation will continue to grow, and the pending disappointment will grow along with it, delivering a much more substantial blow when it finally arrives.
This is a short lesson for us all about how telling the simple truth early can save untold headaches later. On August 13th rumor leaked from Mashable.com – a fairly reliable source – that Verizon was going to push the much awaited update to Android 2.2 Froyo to their HTC Incredible devices on the 18th. Aside from being from Mashable, the rumor was given more credence because the HTC version of Froyo intended for the Incredible had leaked, and many of the users brave enough to root their devices had already installed it successfully. This indicated that the Incredible’s HTC Sense build of Froyo had been released by HTC and was awaiting the push from the Verizon side. Additionally, other HTC Android devices already are running Froyo – like the Desire.
So the Incredible community jumped onto Mashable’s article – tweeting it over 150 times and sharing it through Facebook nearly 200 times (and those counts are only through the official buttons on the article page, not even counting those who copied and pasted or shared via other methods).Between the 13th and the 18th the frenzy grew and the rumor spread, and users spoke incessantly about their excitement to finally get Froyo when the 18th rolled around. I even sent out this message on Twitter.
And then the 18th was upon us, and many Incredible owners, including myself were repeatedly checking their phones only to receive the following message: “Your system is currently up to date.” And then, on the 18th, a tweet was published by an official Verizon account saying that “We currently do not have information for the Incredible update at this time and is not being sent out today.”
Thanks, guys. It would be one thing if the update was being delayed slightly due to an unexpected last minute bug, but it’s now the 22nd and there’s still been no update. There are really only a couple of possibilities here…
1) Verizon meant to release Froyo for the Incredible on the 18th, but some bug is keeping that from happening, and it’s big enough to delay it for more than a day or two. Unlikely – the longer this update takes to arrive, the more likely it is that Verizon was aware before the 18th that nothing was going to happen on that date with the update.
2) Verizon never intended to release Froyo for the Incredible on the 18th. This is seeming more and more likely. But if this is the case, then were they completely deaf to the excitement and jubilation of their users online? Or is their social media team so isolated from decision makers in their business that they were impotent and had no freedom to address the growing conversation amongst their users around this topic?
Additionally – and now I’m just on a rant – why did they make the announcement by replying to one individual on Twitter rather than releasing a statement to everyone?
Here’s another stellar example of the fallout and their Twitter engagement and response prowess:
Whatever the case, their deafness or inability to react has led to an entire user base for one of their handsets believing that their lack of denial of an update on the 18th was a tacit affirmation, and now they are all deflated and upset and wondering why they don’t have Froyo yet.
The point is that all they had to do was deny it to avoid a massive amount of confusion and disenchantment with their users. There are still regular updates on Twitter asking where the update is, why it didn’t come on the 18th as they had heard it would, and what on earth could be taking so long. None of this would have been an issue if Verizon hadn’t let the expectations build up so much. The surest sign that there is real activity and demand ongoing behind this frustration is that spam and demand media type websites continue to rehash generic information about Froyo and the HTC Incredible into new posts that give no new information in order to capture page views from those still diligently searching for information about what the hell is going on with their expected Froyo update – just try searching for “Froyo Incredible” on Twitter and see if they’re still serving up the spam articles for you in the links.
So, @VZWsupport – what is the deal anyway? How did this go so badly so fast? And most importantly, do you need a consultant to talk to your supervisors and explain the merits of listening to their social media managers if they say there’s a storm a-brewin’? Give me a call.
This article was originally posted on whatsupnah.com. Want to follow me? >> @supnah
2nd Update (August 23rd):
The final word, and how sad it is…
What a weird thing that @VZWSupport – the official Twitter channel for Verizon Support – has no idea who is responsible for the operating system running on one of their most popular phones?! It’s too late to be eloquent, but this blows my mind.
Update:
Latest interaction, no clarification >
Brad Cohen
Brad Cohen (@supnah) is a Content Strategist for Downstream – a design agency in Portland, OR specializing in branded interactive environments. What does that mean, you ask? He specializes in telling stories in places ...
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Brad says:
You hit the nail on the head! I feel betrayed by VZW lately. I bought the Incredible before it's release and had it delivered to me in April. I love the phone, however I am angry that my friends with the original droid got the update before I did. I don't want to root my phone, so I am stuck with what I feel is a deficient phone. If VZW would have announced even on the 18th that it wasn't coming out and why I would be fine with it. All I can think of is that it interferes with possible sales of another device. Between this and recent news reports that VZW is going to start capping its unlimited data plan, I feel that what I used to think of as the best company is just becoming shady. If my friends are any indicators, Sprint and T-Mobile are going to make bank from these deals.
Stacy says:
Brad Cohen: The main problem with your argument that VZW should take heed of social media feedback -- is that it starts with the presumption VZW gives a rat's hiney about existing customers who are already captives locked into contracts.
Personally, I think Brad (commenter) is spot on. If (as we suspect) that the Incredible is the superior device on a level playing field, they only way VZW can make their target sales commitment to Motorola for the DX is to keep the playing field unlevel. I suspect DInc users will get their Froyo updates when, and only when, those sales targets are met.
Brad Cohen says:
Point taken, but that's not a problem with my argument, it just doesn't address what you (with good reason) see as the main problem. My point is that even if they're delaying purposefully for awful underhanded reasons like that, if they would have just come out at the beginning and clearly said "definitely not getting updated on the 18th," then a lot of this would have been avoided, except for the particularly savvy users who would understand that the 2.2 incredible build being available meant that it had been delivered to VZW.
I wrote this really just because I cannot fathom the decision making that sees a whole group of users vocally proclaiming excitement over something they expect to receive, and somebody inside not raising a hand and saying "Guys, we should really tell them that it's not coming. Now." Just blows my mind. I know they don't care, but that's just bad PR and a lasting impression that gives a good reason to go elsewhere when the contract is up.
Thanks for the comment, and your point is a whole other blog post that absolutely deserves to be written - let me know when you've got it up somewhere. :)
Steve says:
I think the biggest problem with this article and all the other HTC Incredible/Froyo hype is that it's all based on unsubstantiated rumors. I am an Incredible user, and anxiously await the update to Froyo, but when the 18th came and went, that just told me that what I'd heard was really just a rumor, nothing more... I was disappointed just like everyone else, but it will be here soon enough. I'd rather have to wait a little longer to have a bug-free Froyo experience. And after all, is Android 2.1 really all that bad? Come on people.
For the record, I'm a recent iPhone convert and have found my HTC Incredible with Android 2.1 better than iPhone in many ways. I don't miss iPhone at all. When Froyo arrives (and who knows when that will be), it will be even better.
William says:
Wait, correct me if I'm wrong but everyone's mad at Verizon for why exactly?? I never saw a national commercial or advertisement stating an update was looming. Someone at mashable who knows someone within Verizon received some bad info. Everyone, including myself, bought into this rumor. No one should blame Verizon because they didn't come to your resuce and set your mind at ease because you bought into a rumor. Show me a Verizon letterhead,email or published release of froyo's release and I will side with you guys in a second. In fact, I will drive to my local Verizon, video my conversation with a Verizon manager about false promises and post it for all to see. Until then, everybody sit tight. They're not sitting on the release with their finger on the button laughing at everyone.. they will release it when its ready.
Jason says:
Bug Free!?!!? -- Everyone keeps saying Verizon is slow to release new devices and updates because it vigorously tests everything before it releases it to consumers. If that was true, there should NOT be call quality issues, signal and battery issues and random reboots on the Incredible. Furthermore, it SHOULD NOT take like 3 OTA's to get Froyo on the Original Droid, since, you know, they tested it to be bug free. I'm sick of getting the shaft from Verzion and having their seedy little CSR's lie to me to get me off the phone. If I did my job that way, (Teacher) they would throw me out pretty quickly.
Jon says:
William,
People are mad at Verizon because the HTC Incredible has MANY issues that are yet to be fixed. Froyo doesn't have to be advertised by Verizon since we are using Google powered phones. Google announces these updates, along with HTC. I'll even give you an example of a problem with the phone. It takes screenshots of your internet surfing while you use it. Very secure...
Joe Credible says:
The bigger problem is that this update has in it FIXES that people NEED for their phones to work correctly. At this point, I have to believe the FIXES are flawed and thus holding up the OTA.
If this is true, this would be why VZW never debunked the rumors, because up until close to launch THEY WERE TRUE!
Now is time for VZW to give a timetable before the people with bad Incredibles ask for NEW X and cost them a ton of $$ in replacements.
Of course, the Incredible is soooooo good, they may be seriously thinking people wont switch out.
kyle says:
What is even more sad is that they most likely delayed the release to add crap no one will use. (VZ navigator, BING, and etc...) Additionally the recent deal with Adobe may also play into it.
Still not having the common courtesy to at least offer a public statement beyond it is not coming on the 18th is just bad customer service.
Jeremy says:
What Verizon is doing to its customers is just wrong. Their use of a third-party to update software is pathetic. They had problems updating the original Droid the first time and history is repeating itself. Verizon is becoming more of a Motorola company with each phone release. It seems like the rumors are true about the Incredible becoming a thing of the past. Us DINC users are being bent over by VZW for the sake of selling more Motorola phones. Froyo was leaked with working Sense UI back in July followed by multiple user made fixes. Those people didn't even get paid to make the fixes, they just made them. Doesn't that ring any bells to anyone else? A company that gets paid to test/fix bugs haven't even made a statement about the DINC receiving Froyo. Another thing that should set off some major alarms is that HTC has released the source code for their official Froyo release. Verizon has the update ready to go, but are refusing to release it. Part of me is tired of waiting for VZW to release it themselves, while the other part is close to rooting. Who knows when or if we will ever get the update. Verizon is so hush about it, like they are hoping people will forget about it. If the Droid X receives Froyo before the Incredible, you can guarantee that there will be many lost customers. If only they would at least make a statement to let us know IF they are going to release the update and give us some sort of time line.
Ak Kubb says:
Ive been watching some of the recent announcments with Verizon and Motorola and i think some big money is being spent by Motorola to box out htc they once had a share of the phone market in Tue razor days but this is their chance with android to get back in but it will take dealing under the table cause they can't seem to get a phone as good as htc.
Brian says:
Worst job in the world? The poor bastard who is behind the VZW Support twitter account. I mean seriously, read the stream. "Sorry, no update." "Sorry, we don't have any information." "Sorry, we have no news." It just goes on and on. What DO you know, Verizon? Sounds like that would be a less vegetarian stream.
JAK says:
I'm with Steve and William. Don't be sour because you read a blog post somewhere stating the 'sources' said Froyo was being released on the 18th of August. Fail? Come one. The only people who failed was the blogs that reposted that unsubstantiated rumor in the first place.
Did anyone even approach VZW or HTC and ask for a statement? Since when do companies have to actively find AND debunk rumors?! I can see if TFT asked a VZW / HTC spokesperson about the update, and that spokeperson didn't deny or said "no comment." TFT has failed in my eyes if you're going to rant about it after the fact...
Mittar says:
It seems obvious to me that they're giving the Droid 2 time on the market as the only VZW phone with Froyo. It's a big selling point for a phone that they still have in stock, if they release Froyo for Incredible now, they'll be less able to sell the Droid 2 stock they have on hand.
Paul says:
I have also been waiting for 2.2 But I don't get why people get so crazy. I know Froyo is really going to make my Incredible much better, but I have to say that I love my phone now. I have no complaints. I have rooted a phone before (Eris) and got the update early only to find that the leak really wasn't ready. I can wait. I would rather have it right than have it rushed. I do agree they should have said it wasn't being released on the 18th.
blather2 says:
They said, we do not know. If that is true, they do not know. However, mr twitter may not know, and others in vzm may know.
Or, they are all lying. My experience, when dozens of people start lying it is not long before someone blows the whistle on them, anon anon.
One reason I want 2.2 google chrome to phone. share links, maps, and currently selected phone numbers and text between your computer running Chrome and your phone.
Anyone have a contact for htc?
Its only money says:
Ok this is my take on what happen.
Do I believe there is a update available; yes.
Is it ready for release; depends.
Prior to August 18th when I was reading what was being released and what was being omitted (Hot Spot and tethering to name a few) I read quite a few posts on several websites about class action lawsuits if these were not included in there update. It certainly does not take a brain surgeon to figure out what to do. Release the update and have litigation or don't release the update at all.
What do you think?
david_from_pa says:
The Aug 18th 2.2 rumor was reported on blogs from the most humble to the most popular. Wit so much play in the media, it mattered not whether or not TFT actually solicited a response from VZW regarding the veracity of the rumor. Verizon chose, for whatever reason (or, insert your theory here), to stay silent.
Regarding the argument that Verizon is taking the time to thoroughly test the release before deployment... well, I used to believe it, but the simple fact that they would release a device that purports to also be a phone but has serious, ongoing and widespread problems when being used as a phone has unfortunately caused me to become increasingly skeptical of this argument. How many times have I read this - It's a *great* device. Too bad it's such a bad phone. I really, really want it to be both, but my patience (and, even more so, that of my wife!) is wearing thin after nearly three months of suffering.
Jayson says:
OK, I get it. So if I make a product and people buy it you're telling me I'm supposed to check the web every day to see what rumors are running around and respond to them all. I love the way people are holding Verizon responsible for something they didn't do. They made no release date available to the public. When the release of 2.2 (froyo) has been tested and they feel confident that bugs are worked out for its use on the HTC Incredible I'm sure they will be happy to tell us. Until then maybe the people that "leak" the rummers should be the ones you come down on. But that would be just as childish. How about we just wait. When it comes out it comes out. If you want it early go get the mostly bug free but not ready for prime time leaked roms. But don't complain about the bugs you do find as its not ready yet.
mtkayaker says:
It's simple. VZW treats its customers like airlines treat theirs. To the airlines we are simply self loading cargo. To VZW we are cash cows. Cows do not need to be informed only milked
redzonemoney says:
screw Froyo. I love my free wifi hotspot on my rooted Incredible. Unrevoked ^3 FTW.
God says:
wait, so because Verizon had nothing to do with unsubstantiated rumors, they are the bad guys? what about the idiots who believed a single source mentioning an update? or the other idiots who kept repeating it over and over again, while still having no proof for it. It isn't verizon that fucked up, it was social media.
Dawn says:
That's the problem with rumors...they are just that--sonething heard through the grapevinr. And I find it slightly laughable that people seriously get upset when a rumor doesn't turn out to be true. As a consumer, i would much rather prefer VZW test the hell out of Froyo until it's good enough for release then give some buggy upgrade and end up doing a back peddle later. Kudos VZW and thanks fot ensuring we have the best.
Jim says:
Got my OTA Froyo update on my Incredible yesterday. Love it!
ranatalus says:
Who is manning that VZWSupport account? They can't seem to form a proper thought.
Mike Emm says:
It is interesting that some here keep talking about bug free. I think HTC made sure the update met that criteria. What I am not so sure of is Verizon and its efforts to disable features on a phone so you are required to pay them to get the functionality you paid for when you did the work and reviewed the technology when you purchased it. Like @redzonemonkey said why should he look forward to an update that requires him to pay for a second data plan to activate a feature of wireless tethering I was told was covered in the first unlimited data plan I purchased?
larry says:
i oke up this morning and my incredible said u have a system update install now? i said yes. 3 min later i big red eye appeared and the phone said DROID out loud... heck ya i just got my OTA froyo update.. :) 9/4/10
CJ says:
It's not Verizons job to confirm or deny every BS post by some website with a "well placed" source. When the update was available Verizon said so. It's that cut & dry. If you're unhappy with the service you get from Verizon, cancel and move along!