It’s an odd fact of the marketing industry, that as you climb up through the ranks as a creative in agencies, you do less and less actual creative work. In fact your reward for progressing by demonstrating you creative prowess is, the company makes you ultimately responsible for a whole load of activities that 1: you’ve never done before, and 2:That couldn’t be further removed from a creatives’ skill set than feasibly imaginable. Usually taking the form of a whole load admin, and often people management. That figures 😦 They can draw! (well scribble) Of course they can write a years performance plan for the rest of the creatives’ in the company.
The comment below under Chris Brown’s new YouTube video says it all. Whilst Chris attempts to use social media channels to apologise for his recent crimes the comment picks up and alerts others to the fact that Chris is clearly reading from a script. Best use of social media, especially in times where an audience needs to trust what you’re saying requires a level authenticity. If you plan to use social media for disaster management your audience will generally respond better if the presentation is spontaneous, unedited, unscripted, warts n’all included. In this instance Chris Brown has committed several sins: The video is over produced, he’s wearing designer clothing (further distancing himself from real people), the clip has been edited, eye contact with the camera is poor. The result is that he fails to connect on a human level with his audience. His apology appears contrived and the mass volume of responses fails to respond as he probably would have liked, the majority rejecting what they see.
Watch the Jet Blue clip at the bottom. It’s a good example of ‘how to’ handle a disaster using social media.
Above – users are quick to notice that Chris is reading from a script, and many comment that this likely to have been written by someone else.
David Neeleman (ex CEO of Jet Blue) shows how to apologise in a more genuine manner. Unscripted, rough edges, word stumbles, continued eye contact, make this a more believable message for the audience.
Posted by @eunmac
Nice piece of software that apparantly makes it easy to collaborate on creative projects with many people, share your assets etc.
Check out the video here: