Social media has effected how corporations behave. For example, the way it has cajoled (or in some cases coerced) big businesses into acting like nice people instead of faceless, corporate entities. What choice do they have? With everyone and their brother potential whistleblowers it is no longer feasible for corporations to maintain a façade. It’s too easy for the world to see inside. And if the inside of a company does not match its outsides (i.e. marketing image) this creates a level of conflict potentially ruinous to the firm.
Yet, big companies are reluctant to let go of old ideas. It’s not in their conservative natures. Especially when it comes to public relations. Transparency is uncomfortable. Businesses do not want to reveal their proprietary secrets –the Secret Sauce! Nor do they want internal debate and/or dysfunction made public, i.e. a bumbling CEO or battling board of directors.
While publicity and success go hand in hand, exposure makes everyone nervous. The word itself implies vulnerability, like ants under a magnifying glass. But once firms accept the two-way glass much good can come of it. For them and for the communities they reside in. For example, fast food marketers own up to their unhealthy menus and begin providing nutritious alternatives. Whether they want to or not. In reality, these good-for-you items have, in many cases, become highly profitable: a win-win for all parties.
Another example comes from corporate giant, Kraft Foods. Perhaps feeling internal and external pressures, some years ago the company began embracing social causes, in particular those aimed at reducing hunger. Now Kraft spends countless millions of dollars on behalf of Feed The World and other such organizations. McDonald’s wages campaigns against child obesity. As David Jones (Global CEO, Havas) points out in his recent book, “those that do the most good win.”
Indeed, “doing good” is now a corporate mantra. For obvious reasons, marketers are compelled to talk about their good deeds. While it does shroud altruism in a self-serving aura, so what? The deeds are getting done. Heightened social conscience of corporations is a good thing. A great thing! But it might not have occurred –certainly not as quickly- without the relentless “peer pressure” that social media brings to the equation.
Author’s Note: This post was taken from content I’d written earlier.
Beats taking the subway…
I won’t lie. Today was not a banner day at the office. I’ve been struggling with a couple super tough briefs. (I guess that’s why they call it work.) I’ve no doubt we’ll crack it. I have never missed turning in a homework assignment and I’m not about to now. But until I do: pain.
My workload has necessarily interfered with my ability to create a fresh post for this blog. That is rare for me. I beg your pardon.
Sometimes, when I’m feeling especially frustrated I make a gratitude list. I know it sounds corny but it really works. In times of stress I can forget how good I’ve got it: a healthy family that loves me, a good job in a fantastic city, a clear head and fit body and on and on. So many blessings! I feel better already. You should try it.
On that note, last week I rode my bicycle to work. I live in Mill Valley, which is about 15 miles from my office in San Francisco. The trip isn’t easy but it’s well worth the effort. The hilly ride comprises some of the most breathtaking (literally) scenery in the world. Coming home that evening I stopped along the iconic Golden Gate bridge and took these photographs.
And so how can I not feel like the luckiest man in the world?
The unbelievable view (No Instagram necessary!)
No place like (this) home!
The pots and pans say I’m domesticated…
For an internal agency thought piece, I was asked to provide words of wisdom to me as a 22 year-old, just starting out in Adland. Others in gyro management were asked to do the same. These pearls would then be circulated throughout the network. Mostly just for fun.
But lessons are lessons and this seemed as good as way as any to give and receive them. As part of the exercise we were also asked to dig up photographs of ourselves from that time period. This is harder than you might think, especially if you, like me, were 22 before the advent of digital photography. It’s amazing how few photos I have of myself as a young man. I found the above winner and reluctantly submit it for your amusement.
Therefore, my first piece of advice: take more selfies! Kidding. Besides, I know you’re doing that anyway. So, other than telling my 22-year old self to buy gold coins and stock in Apple what would I suggest?
First thing: Be curious. Do not shirk learning in favor of seeking pleasure. Better said, seek pleasure from learning. Then, figure out what you’re good at and become really good at it. You might not achieve greatness but you won’t suck either. Thankfully, despite my careening ambition I carried my childhood love of learning into adulthood. I also chose writing as a “path” and, despite all manner of distractions, never stopped doing it.
The harder question: What new advice would I tell my younger self?
For starters, I’d tell me not to be so uncomfortable not knowing something. “I don’t know” is a perfectly good answer, especially if it’s the truth. As a young man, I thought I knew so much… that I was hard wired for being right. I was wrong. Curiosity is a great virtue. By definition that means having questions. Not answers. Amazing how long it took me to figure that out. So, to all the 22 year old creatives out there (and anyone really) my biggest piece of advice is to ask bigger questions.
Old me enjoying a cigar…
Here’s another. Stick with the winners. At work (or anywhere) seek out people who have a gift, be it a skill you covet or even a big heart or both. Chances are they will not be unwilling to share.
This may come off as superficial but a great piece of advice I’d give my younger self is to dress better. Unless you’re Mark Zuckerberg, wearing sweatshirts and faded jeans every damn day is not a key to success. Working in a creative department has always meant come as you please but I bet I would have been taken more seriously and sold more work if I would have looked a bit more put together. Probably would have had more dates, too.
Finally, I wish my younger self had been nicer. Like a lot of twenty-somethings in advertising (then and now) I was, at times, a sarcastic and overly competitive SOB. So unnecessary. Begrudging my fellows to get ahead was foolish at best and likely a detriment. Working at a big agency, as I did, created tribes. We often competed on briefs. I’m all for healthy competition but I could have done without the snarkiness.
Alas, I doubt I would have listened to older and wiser me. Some things must come the hard way. Karma is real.
Am I becoming a drag?
I have not watched a single episode of Mad Men this year. Last few seasons I watched every one. I wrote about them on my blog. I Tweeted. I shared.
Why no interest this year? Maybe I’m too busy –a new home, a new job. But I had those things last year and they were even newer. Besides, the show is on Sunday night. With DVR and Internet, I could watch it whenever I want, anyway. That’s how I found time for The Walking Dead and Party Down.
Too busy is not the reason.
Frankly, I think it’s because I don’t care anymore. Better said, I lost interest. I moved on. Moreover, I have a hunch a lot of other people did too. I don’t know the ratings. But I’m willing to bet they are down. Maybe even way down.
What causes that? I wonder if there’s a psychological reason. I wonder if it’s a marker for something in the zeitgeist. Could it be the anti-hero as portrayed by Don Draper is fading from fashion in popular culture?
It’s possible we’ve had enough of melancholy and dubious motives. Are we over the beautiful downer? The Zenith may have been Chris Nolan’s Dark Knight.
So dark…
After considering that character, to say nothing of Heath Ledger’s Joker, what comes after? And so Batman has given way to a rowdier bunch of heroes. Thor, Captain America and Iron Man are ambivalent studs but their moral compasses are a lot more aligned than Batman’s or Don draper’s. I suppose Tony Stark has some issues but still…
My hunch are shows like Dexter, Breaking Bad and Mad Men have run their course. We may be entering a period where we want more ‘together’ heroes. Let the bad guys be riddled with doubt and pain.
It will be interesting, then, so see how the latest installment of Superman fares, Man of Steel. Director, Zach Snyder recently was quoted saying “Superman must be taken seriously.” Maybe so… Having seen only the trailers, I think Clark Kent won’t be vexed by the dark side; rather I think his problem will be hiding his super powers in a world that desperately needs them.
So steely…
That’s a very different dilemma than Don Draper’s. The titular ad man wants to be a better person but keeps slipping. While I most certainly can relate I’m just not in the mood for it right now. Are you?
Flash mob?
Like most of you I spent this week considering the horrific events in Boston. We watched the 24/7 news feed. Talked to our co-workers. Lessoned our children. We took part in yet another big, heavy conversation. It’s a sick and sweet thing, observing our nation coming together over something terrible. Alas, it has become all too common.
Or has it?
In reality, these public displays of cowardly violence are fairly infrequent, at least compared to violence in general. At the Boston Marathon a bunch of people were maimed and three people died, including a child. Terrible yes. But this sort of thing happens almost every day in every big city in every country in the world. We barely even notice. Case in point, the day after the Boston tragedy Syria unloaded arsenal on vague revolutionary targets killing dozens of innocents. The story was on page four of my local paper.
What makes the ‘Boston Bombings’ so different? Was it the public stage? The parade of innocent bystanders? The media? Or was it the fact that it occurred in America, where senseless violence isn’t supposed to happen? (Tell that to the parents of Sandy Hook Elementary or moviegoers in Aurora, Colorado.)
Whatever the differences, a brazen act of terrorism has much in common with successful modern marketing, doesn’t it? Not to come off as insensitive, but wasn’t the ‘Boston Bombing’ basically event marketing with a viral component? A flash mob, literally and figuratively.
Marketing…
Terrorism…
The bombers knew the finish line of this iconic race would have countless spectators. With iPhones. That meant not only plenty of victims but even more survivors, who would film, post and Tweet.
The perpetrators are many bad things but they are not arbitrary. They know blowing up innocent people at a major sporting event creates epic, horrifying drama, the kind that trends on Twitter and clogs all other media: locally, nationally and globally.
The concept of killing innocent people is no longer enough. The vile act needs to be integrated with other pieces in order to go viral and give these merchants of evil the awareness they crave.
Too soon for a discussion like this? Perhaps. Or am I late? Consider another perspective from this VP of public relations: http://www.mediabistro.com/agencyspy/op-ed-when-tragedy-strikes-silence-is-golden_b47174
The Happy Soul Industry
The Last Generation
