May 09, 2017

By Gonzalo López Martí - Creative director, etc / LMMiami.com

  • The social media lynchings we’ve witnessed lately will come back to haunt us.
  • The average CMO is scared to such a level of sh**lessness these days that it will make it close to impossible to get anything fairly disruptive approved.
  • Creative-wise, that is.
  • And, by osmosis, strategic-wise, advertising-wise, marketing-wise.
  • I’ve read some Linkedin posts by self-righteous agency people chastising Pepsi et al and finger wagging about the whole thing.
  • Hey, I enjoy a bit of schadenfreude and Monday morning quarterbacking just like the next guy.
  • Hindsight is 20/20.
  • But don’t push it too hard.
  • Your agency/client might be next.
  • The social media troll patrol is looking for the next sitting duck to punish, chastise, satirize, eviscerate.
  • They are constantly throwing the spaghetti of their faux self-righteous outrage to the social media wall.
  • The second something sticks they jump on it with both feet.
  • The intention being to turn their hurt feelings into a global trending topic.
  • As I said, their outrage is mostly a pose.
  • Behind their stick-it-to-the-man shtick lies a deep-seated craving for attention.
  • What did you expect?
  • They were educated by helicopter parents to believe they are unique and special.
  • That their brittle feelings are the most important thing in the universe.
  • They are thirsty for validation and attention.
  • “Snowflakes” as the alt-right likes to call them.
  • I love the “snowflake” concept, despite the fact that I hate the alt-right (wink wink nudge nudge).
  • So brace yourself.
  • It’s coming your way.
  • Sooner or later, your brand/product/service/POV will in the receiving end of somebody’s outrage.
  • Whether you like it or not.
  • Is your skin thick enough to ride the storm?
  • Is your job secure enough to avoid a kick in the rear end in the name of damage control?
  • The paradox of it all is that social media hate and the tons of earned media that come with it can actually be good for your or your employer’s brand & bottom line.
  • A loud minority is still a minority.
  • Regardless of the amount of bile they can spew.
  • Don’t let the social media echo chamber fool you.
  • Haters tend to be a minority.
  • Haters force people to take sides.
  • And, despite the fact that a majority of people keep their allegiances to themselves, majorities tend to side with the hated.
  • Either that or majorities suffer from a bad case of collective, lemming-like masochism.
  • Remember, we have a semiliterate president who rode a wave of hate to the White House, both centrifugal AND centripetal.
  • It is a known fact in the digital world that, for search engine purposes, bad reviews are better than no reviews. *
  • Odd & counterintuitive?
  • You bet.
  • But hey, algorithms beg to differ.
  • Have you ever met someone who doesn’t hate their cable TV, ISP or mobile carrier?
  • I can’t repeat it enough: the old cliché is true about all publicity being good publicity.
  • It don’t matter what they say about you as long as they spell your name right.
  • Once again, need I remind you who the POTUS is these days?
  • Indifference seems to be the real enemy.
  • Don’t shoot me, I’m just the messenger.
  • Good news & good reviews elicit no reaction.
  • Bad news begget outrage and schadenfreude.
  • If it bleeds, it leads.
  • Plus, in the age of 24/7 social media and hyper accelerated news cycles, consumers have the attention span of a goldfish.
  • They are one forgiving, amnesiac lot.
  • To be continued next week.

*When I bought my first car in this great country, I had arrived a few months earlier, the salesman who screwed me over at the dealer -they always do- told me something that’s stuck in my mind ever since: it is better to have a bad credit history than to have a blank credit history.

 

 

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