Charmin hopes toilet paper can be sexy too!

I have always held the notion that social media is not for everyone. There are obvious candidates who benefit from social technologies because their audience is online and already talking about their brand, for example Dell tapping into the active tech community with product ideas through IdeaStorm.com. Other brands can create interest based programs by focusing on their customers’ problems or related interests that can then be associated to the brand, for example P&Gs beinggirl.com talking adolescence to sell feminine products. And then we have things like toilet paper… until now.

Charmin recently launched a search to find five super-fun, enthusiastic people to work at the Charmin Restrooms in Times Square this holiday season. Their new micro-site, EnjoytheGo.com, explains the program in detail. The job description is simple: Greet and entertain bathroom guests and then blog about the experience, and the payout is big: $10,000 for 1 month.

Before we focus in on the logistics around potty blogging, I want to highlight two key qualifiers that every organization should ask before even dabbling in sexy social technologies:

• Does my target audience use social technologies?
• Does my target audience use social technologies to talk about my brand, industry or a related interest?

While some or most of Charmin’s target audience might be active users, I find it hard to believe that their audience is using social technologies to learn about the brand, or toilet paper or a stranger’s bathroom experience.

This doesn’t pass my sniff test, how about you?

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