1. Tuesday, July 2, 2019

    i wanted to quote billy joel, but it’s complicated 

    the one question i feel i really blew in my interview was such a simple one

    what Brand do you think is doing a great job on social media?

    i hesitated because in the grand scheme of things i dont think there are hardly any brands who are doing anything great on social.

    not because they’re dumb and im some genius, but because Brands do a few things that prevent them from being good: they hire people who are way too young, and then they don’t let who they hire have the freedom to succeed and fail. Brands create these unnecessary committees that water the good ideas down and all that ends up seeing the light of day are the most basic, safe, tame and forgettable content items that quickly get scrolled by.

    to be great means to stick your head above the pack, and so many are terrified of getting their head chopped off if the wrong person says “what the hell’s that?”

    and it’s a double edge sword because Social is the one place where Brands can actually speak for themselves, to their audience, any time they want, for a relatively inexpensive price. but it’s also the place where they can inadvertently make embarrassing news if they have one false move.

    so are there Brands who have courageously seized the day and rocked the house on social? yes. but so few. i mentioned Wendys and then i stopped because it was seriously hard to think of any others until after the call, naturally.

    also, like Billy Joel, when i am creating things, i try not to be influenced by the people who i like because i dont want to accidentally copy them.

    with that said, i find my internet inspiration from people you would never imagine. i mentioned Nardwaur earlier today. he taught me to over-research when heading into an interview. he also taught me to let them talk and talk and talk. he never really challenges his guests. and he often has them leaving with smiles (and gifts) afterward.

    when presenting things on Instagram, I love Sarah of the Delicious Life.

    i know there are lots of instagram influencers with pretty pages but i think she does it so well. and i bet she could do it for clothes or cars or even cannabis. she has that eye.

    i wish i knew more about hockey because i think Hockey Twitter is phenomenal. the LA Kings have an incredible team, but i gotta say, the Philadelphia Flyers introduced a new mascot last year, Gritty, who was dead on arrival. it got so much negative press and online hate. he was weird looking he was ugly … what was he? but they stuck with it and let Gritty be weird. they let him be. who lets people be?

    and now Gritty is beloved and downright iconic. Overnight! he might be the most interesting mascot in sports, which is saying something because the Chicago Bulls guy is tough to beat.

    i asked my friends to tell me who they thought do a good job on social, and they gave me so many cool examples that im like arggggggh why didnt i think of that.

    but it did remind me of the one good thing i said about running Communities: the people have all the answers, and if you have nurtured them correctly and made them feel safe to be honest, they will give you everything.

    Their best answers:

    Merriam Webster dictionary

    A24

    Netflix

    Arby’s

    Taco Bell

    Pop Tarts

    And this is why you should always Poll The Audience if you get stuck when you are playing Millionaire