This post is a little different from my usual stuff, but it’s still important, and I’m sharing it with you guys, here, because…it’s our weird little life, and you’re a part of it.
For context, I work in marketing. Specifically, in social media. Yep! It’s my job to connect with people online. I love it. I love it so much because the Internet is my hometown. I love you guys. You humans are the best thing the internet has to offer.
I have done a lot of marketing using “user generated content,” but I always, always got consent before posting anything on behalf of a brand that was not created for the brand itself.
Sure, what we post on social media is public, but a user should know that the “content” they “generated” is being used by a brand to sell something.
In all the times I asked, I think my “yes” rate was 99%. Because I was asking the right people for the right things, and they felt respected and invested in what we were doing.
Does it take time to actually get consent from people? Yeah, and most of the time doing things the right way is not the same thing as doing things the fast way. Let’s be okay with that, okay, marketers?
Why am I talking about this? Because you know, if you’re reading this, that I live my life in public. I do that with a certain amount of trust in the world that what I put out there will be treated with respect or at the very least, not exploited.
Last night, right before I spoke at the American Cancer Society event, I got a link on Facebook to a Nissan article on BuzzFeed. I’d link to it but they don’t deserve all the views, it’s a really rubbish article.
It was about “pranks every dad should do,” and right at #4 was Ralphie, with eyebrows that Meghan and I drew on him when he was just a lil guy. They cropped us out, because having two moms in a dad article? Not on message, folks!
Then they used his photo to drive clicks to this piece. They had credited Meghan with taking the photo, but had never bothered to tell either of us it was being used to promote the new Nissan campaign (inexplicably called #withdad).
Now, removing the painful irony that Ralph doesn’t *have* a dad anymore, what in the actual f*ck was their team thinking?
I tweeted at them dozens of times, but their team didn’t have time to reply all day. You know, because they were keeping on top of pushing their campaign during the Super Bowl.
Look, I put it out there, I know. Our child. Our marriage. Our life. And trust me, I take the good with the bad. Usually, the good shines so bright I can’t be bothered to pay attention to the ick.
But this is different. This is my life, taken out of context. I am not a collaborator here, I am just a “user”, making “content” to “engage consumers."
The problem is, that’s not what my content is for.
The problem is, they didn’t bother to engage with me at all. And that’s a damn shame.
Mercy Kitomari - the brains behind Tanzanian organic ice
cream company Nelwa’s Gelato - shares her top 10 social media marketing
tips for aspiring entrepreneurs:
Start with a goal. Why are you active on social media?
There are only three acceptable answers: a) increase brand awareness by
growing your reach, b) build customer loyalty by providing more support,
or c) increase sales by getting more people to purchase, more
frequently. Don’t even start unless you can answer this question Ignore your competitors. Trying to poach other people’s
fans and followers is a flawed tactic. You’ll start making bad
decisions because you’re trying to “keep up”. The best ideas and
campaigns haven’t happened in your industry yet. See what untapped
opportunities you can seize and gain an early lead. Look at what people
are doing in other industries and try to experiment with similar tactics Don’t be on every social network. Community management
will deplete all of your resources. Each social network you manage will
cost you exponentially more time, money and energy, so prioritise
Hey guys, my friend got into a car accident this morning while on his way to work and hasn’t woken up since. The doctors have been working on him since then and so far all we know is that he has damaged his spine and has severe brain swelling. From what we’re being told things don’t really look too good but we’re keeping faith and standing by his mom during these trying times.
Currently we are trying to cover the rest of the medical bills that are steadily piling up for them, as of right now we’ve covered a major portion and need about $200 and change. If you can spare a few dollars or maybe even a prayer, his family and friends would greatly appreciate it.
We set up his mom with a google wallet account, her email is firstname.lastname@example.org
If you donate; I work in public relations and social media marketing so if you have a business or want a consultation in regards to your social media marketing etc. I’ll be more than happy to offer my services in exchange with no particular fee. Just drop me a message.
*** if you can reblog this post as well I would greatly appreciate it.