Here's the thing. Social strategy seems to be how to manipulate the various platforms in order to ignite a behavior change. So like all strategy it relies on a deep understanding of the behavioral make-up of the user.
I was hunting through our apartment trying to find a card for my Aunt Betty's birthday this morning when I found some really cool old print ads (husband collects all sorts of junk). They were truly awful. A photo of a women and a man, she in poofy skirt and he in suit, with a bowl of blackened food on the table and a six pack. "Well, at least you didn't burn the beer" is the tag.
Awful. Sexist. Dreadful. Yes all that. And it made me think - are we doing that with our social strategies? I mean, are we creating these naive and socially inept (if not insulting) approaches to our consumers? How would we know? These old ads were not acceptable even in the day but they were created and judged and produced and reviewed by only a micro section of the community (white guys in suits). I wonder if we look back in 20 or 30 years we will cringe at our dreadfully short sighted social media communications?
Comments