PR-less launch kicks off a stack overflow of praise

This is the way I love to learn about a company.

No, not from a PR firm.

No, not from a CEO (or anyone else from the company) calling me up or writing me email.

No, not on some junket.

No, not on stage at Techcrunch 50 or Demo or Under the Radar or some other conference.

No, not by reading Mashable.

No, not on Twitter. Or FriendFeed. Or Facebook. Or MySpace. (I really hate direct messages, by the way).

No, not in an advertisement.

“OK, Scoble, knock it off, how did you learn about it?”

A beta tester (a developer I know and trust) came up to me today and said “this is the coolest thing I’ve used in a long time.”

He then gave me a peek at his screen. I agreed after seeing what was on his screen.

But instead of letting the world that, I asked Twitter and FriendFeed if anyone had heard anything about the service yet.

They had. And how.

So, what is it?

It’s StackOverflow. A community knowledge exchange, for programmers, that is being built by Joel Spolsky and Jeff Atwood (both famous programmers).

It’s in a closed beta so far (you can sign up for the beta on the StackOverflow Blog), but look at the replies I received on Twitter:

Joel Gray: “@Scobleizer As a participant in StackOverflow, I have to say that it is great. Good community of folks so far, quite easy to get answers”

Levi Figueira: “@codinghorror Man, I’m loving stackoverflow!! Great resource and userbase!! Let’s hope it doesn’t get wild after it goes “public”… :)” and “@Scobleizer I’ve been following their podcast since #1 and am part of the beta!! It’s the best thing for developers ever! ”

Phil: “Impressed with StackOverflow. They’ve really thought through usability and trying to create a sticky experience.”

Michael Krakovskiy: “stackoverflow beta rocks!”

Chris Benard: “@Scobleizer Here are a couple of screenshots I just took for you: http://is.gd/1nul and http://is.gd/1nuo ” and “@Scobleizer It’s an experts-exchange for programmers, without all the annoyances. ”

schwarzwald “@Scobleizer furthermore, stack overflow is experts-exchange without blackhat SEO techniques (cloaking) and annoying superfluous graphics.”

If you are exciting your early users like this you will get found. I so wish more companies built their stuff this way. Go slowly. Built PR by building a great service and turn your users into your PR agents. Oh, yeah, and blog and podcast about it to get to this point (but look at how they built a community, they didn’t get all “pushy” about what they were doing — they just were informative and inclusive).

Keep in mind that this is only a few days into beta and they only have a few hundred beta testers, but this is going to get big pretty fast because it is a well-thought-out service that already is getting major praise from developers, who are very hard to get to hype anything.

Believe me, we all will hear about your product if it really does rock. There’s no reason to go crazy with a PR firm if you build something that people want. Atwood and Spolsky are proving that right in front of us.

This got me fired up about the tech industry again. It’s been a while since I’ve seen this kind of user passion.

UPDATE: Jeremy Toeman has a good rebuttal to this post (he’s the guy who first showed me Bug Labs and Sling Box).

133 thoughts on “PR-less launch kicks off a stack overflow of praise

  1. I spend some of my free time on friendfeed.com, but there is a drawback: friendfeed rapidly became the #1 Google result for my name. All sorts of topics come up there, and I feel constrained in what I comment on to avoid having something come back to haunt me in a future job search or vetting process.

    I’m enthused about the idea of stackoverflow: it looks like fun, and I think the topics which come up there will be related to what I do for a living. Having stackoverflow postings turn up on Google for the next N years won’t be a concern.

    reddit.com’s programming sub-reddit used to be similar, but the comments on reddit have become completely toxic. It is no longer fun there.

  2. I spend some of my free time on friendfeed.com, but there is a drawback: friendfeed rapidly became the #1 Google result for my name. All sorts of topics come up there, and I feel constrained in what I comment on to avoid having something come back to haunt me in a future job search or vetting process.

    I’m enthused about the idea of stackoverflow: it looks like fun, and I think the topics which come up there will be related to what I do for a living. Having stackoverflow postings turn up on Google for the next N years won’t be a concern.

    reddit.com’s programming sub-reddit used to be similar, but the comments on reddit have become completely toxic. It is no longer fun there.

  3. Scoble says: “I’m tired of seeing crap after crap after crap. If someone pitches me another social media aggregator I’m going to scream.”

    It seems that the real culprit here is the client/developer. Reputable PR practitioners do not take on clients who have nothing interesting to say. Yes, there are PR hacks out there trying to get coverage for blah products or services but the blame should also be shared with un-imaginative companies that are too dull to come up with something truly innovative.

    So why is this attack only against PR? Are you afraid of possibly offending a potential advertiser?

  4. Scoble says: “I’m tired of seeing crap after crap after crap. If someone pitches me another social media aggregator I’m going to scream.”

    It seems that the real culprit here is the client/developer. Reputable PR practitioners do not take on clients who have nothing interesting to say. Yes, there are PR hacks out there trying to get coverage for blah products or services but the blame should also be shared with un-imaginative companies that are too dull to come up with something truly innovative.

    So why is this attack only against PR? Are you afraid of possibly offending a potential advertiser?

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