The secret to good mash – the Daily Mash at #smc_mcr

Originally posted over at

If you’re reading this, you probably got to it by reading one of our tweets, checking our Facebook page or maybe you’re even subscribed to this blog. All of these channels are just a bit of the way we like to be a part of a larger community with our customers and hear from them – outside of the usual ways like email or phone calls. We don’t really do any marketing per se: rather, we’d just like to have a chat and see if we can help.

Given that, we were interested to hear our customer Paul Stokes of The Daily Mash speak at last week’s #smc_mcr (Social Media Cafe) in Manchester. The Daily Mash is the UK’s “leading satirical news website” and is perhaps not suitable for readers of a nervous disposition. If you’ve heard of The Onion, you could say it’s a sort of British alternative and, by Paul’s own admission, attempts to be as outrageous and extreme as possible when it comes to satire and parody. After all, this, he says, is the key to avoiding litigation; the parody must be obvious to the reasonable person.

And the fact that they pride themselves on being “anti” social media is something of an enigma. But nonetheless, it works perfectly well for them. Despite being users of Twitter and Facebook – which they describe as their “free marketing tool” – The Daily Mash have no interest in engagement or conversation, which by accepted wisdom is seen a key part of any social media strategy.

The fact is though that they win on their content. Despite – or rather, because of – eyebrow-raising content, readers keep coming back day after day, enjoying the stories and sharing it across their networks of their own volition.

I guess this is a really a reminder that content is all important. You can share and engage and chit-chat as much as you want on social media, but if you’re just a lot of hot air, then maintaining those conversations or converting them into your desired outcome (be it sales, or otherwise) will be a challenge.