Father and Facebook
Dear Facebook, I'm not sure if expanding into Russian-speaking markets you meant to attract my 77-year-old ex-Soviet father. He only signed up as it's in Russian. He's avoided it for years, as he knew it existed, but felt it was too time-consuming. I encouraged that thinking as you have to understand, ex-Soviet Russian parents aren't like other parents. There's the normal, let your kid figure it out parent, there's the helicopter parent, who hovers until the kid is a teen, then there's the ex-Soviet Russian parent. These are like helicopter parents times 100.
As a grown ass woman he still tells me he doesn't accept my religion, Pagan, that there is only one G-d, he objects to being classified as Soviet and considers himself both Russian and Ukrainian, but Jewish above all. Nothing I say matters as it's wrong. He still asks 6 years after my divorce for me to go back to my ex, a man he doesn't particularly liked because he believes I can't survive on my own. This level of irrationality I can block on Facebook usually, but I can't block my dad.
There really needs to be a feature or a plugin for grown up children to be able to block family. Had I known he would ever join Facebook, I'd have created a fake account, but at last, it's 2 late as I got my invite from him in Russian :/
Context in the digital space is very important but is one of the hardest things to grasp for businesses and brands when building campaigns and/or ads. I will use last week's digital events to illustrate. A video released by the Clinton campaign about information on aliens being made public, NC transgender laws and the many companies that are banning travel there, and a number of cat/animal videos.
So what do you as a brand pay attention to and try to create campaigns and content around? My advice is to ignore all Politics. A: they're boring and B: you may end up alienating an audience (pun intended) On a personal note, no one should take seriously the orange candidate. Only put forward campaigns of support that align with previous company policies on controversial issues, such as transgender laws. Do not create negative content ever, if you have nothing nice to say, don't say it! Politician's take note:)
Create ads and campaigns that are positive. Make people feel good about your brand and what the company stands for. A good gauge is to ignore 1/2 of what's out there and align your campaigns with happy or neutral content. Animals, nature, food and cute kids always work if you can't create something original due to resources or lack of time. Once you lose an audience it's lost and very hard to win back as is trust in any relationship. Now please enjoy this baby pic of my son:)
Numbers and Nude Selfies
Instagramming became a thing and almost all pics of celebrities became popular as it was an intimate platform where fans could go and get their obsession fix. Forward 6 years later and the most popular pictures now have to tell a story and be visually stimulating as more and more competition exists, not to mention more fake and inactive users.
Kim Kardashian in the beginning, along with her family exploited this platform to her advantage, before other celebrities and singers signed on. Once Beyonce, Nicki Minaj, Lady Gaga and Rihanna began posting and releasing teasers of new music and art they became the real influencers as they delivered not only nakedness but emotional hooks through lyrics and tapped into the shared human experience. If you look at the social listening numbers, many free analytics programs out there, Beyonce, Nicki Minaj, Lady Gaga and Rihanna outrank Kim Kardashian almost 2:1 consistently in influence across many social platforms. Her numbers were higher last week in the pics, due to the nude selfie. In order to even try and gain influence, Kim has to post a nude selfie as that is what gets her attention. The problem is, as I stated the digital space and most women have moved on from being empowered solely by T&A. I left T&A and "fake friends" behind in High School.
Women want to see more of their lives and struggles reflected in social media channels and movements like free the nipple, period acceptance, raising kids and exercise have gained tremendous engagement. As a strategist, I'd tell Kim K to hold up a tampon in her nude selfie, not her middle finger, if she wants to re-establish influence. The only influence she seems to have is over Piers Morgan, who can't stop commenting on her pics.
My career is anything but typical. I love technology and the digital world. After Silicon Alley imploded and sixdegrees.com, one of the first social media cos did so with it. I still wanted to stay in digital and explore how it could connect people and businesses to further communication. I convinced some technology cos, they were the only ones listening at the time, to continue and advertise online to brand themselves and sell their services and products.