Qui Diaz (over at the Buzz Bin) briefly highlighted the latest “marketing tactic” by Verizon to market My Home 2.0. She was quite judicious in her assessment of their marketing.

At a time when Fortune 500 companies are starting to think about utilizing social technologies in different capacities (advocacy, organizing, marketing etc.) this is a setback. In fact, it makes my old company’s mLife campaign look brilliant.

So what was the agency on record thinking when they devised this campaign?

Obviously, they want to target folks who may be predisposed to upgrade their service to FIOS (or flee the cable companies). Accordingly, they are positioning themselves in different social areas because this demographic more likely comprises heavy internet users. I see the justification and the merits of a social media strategy. However, “Twittering Teddy” is just awful.

Social media is risky. It provides an excellent opportunity to engage and get closer to consumers but it can blow up if it is not authentic or just plain silly. Verizon has successfully developed the brand over the years with strong products. It has had great pitchmen from James Earl Jones and the “Can You Hear Me Now” guy is a legend…. Twittering Teddy?

The good news (in all of this) is that a Fortune 100 company is willing to utilize social media to reach consumers. The bad news is they jeopardize the brand with a campaign that is as poorly developed as this one.