Sears/Kmart Join Social Media World

I got a direct mailer at home earlier this week from Sears. Standard stuff...10 percent off on this, 20 percent off on that. The typical offers you see this time of year.

However, somthing caught my attention on the mailer. Sears and its sister company Kmart have ventured into the social media realm with the launch of s-k you. This new community allows consumers to share ideas, provide feeback, take surveys, write reviews and interact with other Sears/Kmart loyalists. It's a robust site with a lot of functionality and resources.

There's really nothing new to what Sears/Kmart is attempting. Lots of consumers brands have ventured into social media. In fact, last year we talked about My Starbucks Idea from the legendary Seattle coffee giant.

I applaud companies for jumping in the social media world. It's always smart to listen to consumers and solict their ideas. I wish every company took the initiative.

However, I'm constantly amazed at why people want to be a part of a "corporate" community like Sears. I can understand iconic lifestyle brands like a Harley-Davidson, Nike, Disney, etc. But Sears? What's the point?

Don't get me wrong...I love Sears. I buy just about every home appliance and tool from my local Sears store here in Milwaukee. But I can't imagine why I'd want to become a member of Sears' social media world. Who has the time and interest?

I guess that's the larger question brands have to ask before they join the social media world. First, do people really care that much about your brand? And second, are you providing relevant content that we'll get me coming back for more?