By: Gary J. Nix | Reading Time: 3 min
There’s a good chance that you’re asking a valid question right now, what does this big arse rock have to do with anything? I promise you, it will all make sense in the end, but it’s a symbol – a symbol for not wavering, in other words, standing your ground. Here’s what I mean.
In today’s digital landscape, there is a great deal of importance on publishing. This importance comes with its own high level of legitimacy, especially in the always on (or relevant) world in which we live. As a brand, it is necessary to be in the public eye in order to be on the road to being top of mind and today’s technology dictates that what we publish must not only relate to the consumer but must also come swiftly. The solution for this mini-conundrum has most commonly manifested itself in the form of the ever popular content marketing strategy. However, while this strategy is always constructed with the greatest of intentions, at times, we seem forget about one important key to publishing in our need for speed. That key is the ability to stand behind whatever we say.
For the purposes of illustrating my point, I am using a recent social media “fail.” Offensive parts of the above content notwithstanding, this tweet was published in the spirit of being always on. If you’re on this planet, you know that the World Cup is taking place and should know that many people on Earth have strong emotional ties to sports. Additionally, comedy, especially on a global stage, is very difficult. As many problems as there may be with this particular tweet, the underlying issue is the reason as to why it had to be deleted after a bit of, albeit merited, heat.
As important as it is to know when and where to publish, it is more important to understand what to publish. Within the “what” is what you’re going to say, how you’re going to say it, how it communicates your brand value and how it communicates your brand beliefs. We all know, on some level, that it is impossible to make everyone happy, but if you’re going to say something, you have to be able to stand by and intelligently defend whatever you say. When you are clear about your brand’s stance on everything, that stance comes through, clearly, in all forms of communication. The public understands who you are and those who serve as your ambassadors can (and mostly likely will) help you get your point(s) across.
Please keep in mind though, that’s not to say that you won’t ever make mistakes, but that’s perfectly alright. Mistakes help us all grow and show that we’re all human…
…and what’s wrong with that?
Photo of Rock of Gibraltar courtesy of daveyboy